Tory leader's main role is rebranding of party

LONDON - The Conservative Party's new leader needs to revamp its image if it to have a chance of stealing back a share of the voting public, according to branding experts.

Branding experts have suggested tactics such as scrapping the torch logo, which has been dubbed jingoistic, meaningless and reflecting old views, and even changing the name of the party in a bid to persuade people to support it.

It is thought the name has negative connotations because of its literal meaning, but experts warned the party would have to back up any name change with tangible benefits and relevance rather than colours and logos.