When satire is serious: How political cartoons impact a country's brand

Abstract

This article examines the case of Italy's Mr. Berlusconi's indiscretions and the effect his scandals have played in the decline of the Italian national brand. National brands are the perceived added value that international consumers place on that country and its products and services. An analysis of recent political cartoons will provide insight into international attitudes regarding Mr. Berlusconi's political and social actions. From this investigation, the authors conclude that a country's political leader's negative image and reputation can have a large negative impact on national brand equity abroad. Copyright © 2011 John Wiley & Sons, Ltd. Copyright © 2011 John Wiley & Sons, Ltd. 11 3 August 2011 10.1002/pa.403 Special Issue Paper Special Issue Papers Copyright © 2011 John Wiley & Sons, Ltd.