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

The paper explores the brand repositioning of the Muslim Brotherhood (MB)/Freedom and Justice Party (FJP), as viewed by female voters during Egypt’s 2010/2011 Presidential elections. 5 main areas of branding and repositioning were discussed. Multiple sources of evidence were employed within a qualitative paradigm, with commentary compiled from 46 female respondents: (i) 22 face-to-face interviews; (ii) 4 focus groups each containing 6 respondents, finally, (iii) projective techniques - drawing and sentence completion - to depict emotion/feelings. Judgmental / Snowballing sampling were used. Data was analyzed via content analysis.
A gap exists between how the MB perceive their image and how respondents resonated towards such image. Essentially, respondents displayed a collective concern about female expectations in the future. Respondent’s felt that pre-revolution the MB were, “repressed,” during were “heroes.” Post, their image declined, as 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 MB/FJP. Such insights expose a gap in the literature pertaining to female electorates in that she has received very little attention, and presented contrary to that of her male counterpart.

This is an Accepted Manuscript of an article published by Inderscience in International Journal of Islamic Marketing and Branding, the final published version is available at: https://www.inderscience.com/info/inarticle.php?artid=107290

International Journal of Islamic Marketing and Branding (IJIMB), Vol. 4, No. 3/4, 2019