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A short, memorable phrase used to encapsulate a political ideology or campaign. Example: Donald Trump's 'Make America Great Again' in his 2016 presidential campaign.

The visual elements used consistently by a political party or candidate to create recognition and association. Example: The consistent use of red, white, and blue in the logos and campaign materials of American political parties.

A party or candidate's reputation for expertise or competence in a particular area. Example: The Republican Party is often perceived as better at handling economic issues and national security.

A bottom-up approach to campaigning where the general public or community members advocate for a candidate or policy. Example: Bernie Sanders’ 2016 campaign, which relied heavily on volunteer activism and small donations.

Developing and promoting a distinctive image of a political figure to the public. Example: Barack Obama's use of the 'Hope' and 'Change' message during his 2008 campaign.

Use of coded language that appears normal to the general public but has a specific connotation for a targeted subgroup. Example: Politicians talking about 'states' rights' as a euphemism to appeal to voters with conservative views on race.

Ensuring that all messaging and actions are consistent with the established political brand. Example: Alexandria Ocasio-Cortez’s consistent endorsement of progressive policies to align with her brand as a young, progressive leader.