Title: Brand repositioning of Egypt's Muslim brotherhood: do you see what I see, views from the female electorate?

Authors: Mark McPherson; Monia Mohsen Ismail

Addresses: Department of Marketing, Branding and Tourism, Middlesex University Business School, The Boroughs, Hendon, NW4 4BT, Middlesex, UK ' Faculty of Mass Communications, University of Modern Sciences and Arts (MSA), 26 July Mehwar Road Intersection with Wahat Road, 6th of October, Cairo, Egypt

Abstract: The paper explores brand-repositioning of the MB and FJP, as viewed by Egypt's female voters during 2010/2011 Presidential elections. Five areas of brand-repositioning were discussed. Multiple sources of evidence were used, namely commentary from 46 female respondents: 1) 22 face-to-face interviews; 2) four focus groups by age containing six respondents within each; 3) projective techniques - drawing and sentence completion. Judgemental/snowballing sampling were employed. Data was analysed via content analysis. Gaps exists between how the MB perceive their image and how respondents view such image. Respondents displayed concern about female expectations in the future; felt that pre-revolution the MB were, 'repressed', during were 'heroes'. Post, their image declined because they became authoritarian and curtailed women and minority rights. Insights are offered into the views and emotions held by Egypt's female voters towards both parties. Such insights expose a gap in the literature pertaining to Egypt's female electorate.

Keywords: brand repositioning; Muslim brotherhood; freedom and justice party; political marketing; Egypt's female voters; Egypt's 2010/2011 Presidential Elections.

DOI: 10.1504/IJIMB.2019.107290

International Journal of Islamic Marketing and Branding, 2019 Vol.4 No.3/4, pp.261 - 295

Received: 31 Jan 2020
Accepted: 03 Feb 2020
Published online: 11 May 2020 *

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