National Party Organizations and Party Brands in American Politics: The Democratic and Republican National Committees, 1912-2016

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Focusing on the role of the DNC and RNC as party-branders, the analysis reveals how these committees shape party images to influence voter perception and election outcomes. Heersink explores the controversial decisions they face, including navigating intra-party conflicts over policy and voter demographics. Through comprehensive historical analysis, the book illustrates the committees' involvement in significant American policy debates throughout the 20th century, highlighting their impact on the political landscape.