Stability and Change in Putin's Political Image During the 2000 and 2012 Presidential Elections: Putin 1.0 and Putin 2.0?

There has been a lot of research done on “Western” politicians and political systems with regard to political marketing. But what about other countries, especially those that possess a different political standard? This article seeks to address one particular Russian politician: Vladimir Putin. He rose from obscurity to become Russia's second president (after Boris Yeltsin). Two presidential elections form the focus of attention, 2000 Putin, V. (2000). First person. London, UK: Hutchinson. [Google Scholar] and 2012. The aim is to discover the consistencies and breaks in the manufacturing of Putin's political image and reputation. A number of breaks and continuities were discovered in terms of how Putin is marketed. This seems to be a reflection of the changes taking places in Russia's political environment, which then needs to be taken into consideration when political marketing is conducted.