Rebranding Brand Trudeau

This chapter examines the evolving nature of Justin Trudeau’s brand and the implications for Canada’s role and image in the world. Trudeau’s celebrity initially improved his political fortunes and increased Canada’s global profile. However, his brand, and by extension Canada’s, took a hit due to political scandal, policy shortcomings, and poor expectations management. We examine the implications for both brands in the context of the new dynamics of a minority parliament and the government’s ability to address global challenges.