Party Brands in Europe

This talk examines how political parties in Europe are undergoing profound transformations, with many abandoning traditional brands. It draws on a study that analyzes party names as indicators of ideological and organizational change, combining an original content analysis across 28 European countries (1945–2023) with two conjoint survey experiments. We show that “nonparty” names have become the majority, reflecting a shift away from ideology toward alternative forms of identification. Movement-style names appear in wavelike patterns linked to protest cycles, while nonclassical names are especially prevalent among new, opposition, and right-wing parties. Yet a paradox emerges: despite their growing adoption, nonclassical names do not deliver the expected electoral benefits. By tracing long-term naming trends and integrating experimental evidence, the talk advances debates on party transformation, political branding, and the evolving interplay between electoral and movement politics.