Power

The sly rebranding of Brazilian political parties

political rebranding elections 2018 brazil president
Temer’s MDB is a classic case of political rebranding

Rebranding is a common step for companies. Whether consumers have lost interest or reputations have been tarnished, or new competitors have disrupted the market, it is essential to adapt and, sometimes, rebuild. The same goes for Brazilian political parties – which often operate as for-profit corporations, using the system to cash in and give money to their leaders. Mistrusted by voters, many parties will be present on the ballots next week under a different name to the one they used in previous elections.

As Brazil experiences its worst crisis of representation since returning to democracy in 1985, parties have decided...

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