Brand – Australia 2025

ALP 17.1%

Incumbent MP
Madeleine King, since 2016.

Geography
Coastal towns south of Perth. Brand covers the Kwinana council area and most of the Rockingham council area, including Kwinana, Rockingham, Warnbro, Baldivis and Port Kennedy.

Redistribution
Brand lost the southern end of the Rockingham council area to Canning, including Golden Bay, Inup and Secret Harbour. This change increased the Labor margin from 16.7% to 17.1%.

History
Brand was created as part of the expansion of the House of Representatives for the 1984 election. It has always been held by the ALP.

Brand was first won in 1984 by Wendy Fatin. Fatin had won the seat of Canning off the Liberal Party in 1983, and moved to the safer seat of Brand in 1984. She served as a minister in the Hawke/Keating government from 1990 to 1993, and retired in 1996.

In 1996, Brand was won by Kim Beazley. Beazley had previously been elected to the marginal seat of Swan in 1980. Beazley served as a minister from 1983 in the Hawke government, first as Minister for Aviation, then as a cabinet minister from 1984 to 1996. Beazley was Deputy Prime Minister from 1995 to 1996. He moved to the safer seat of Brand in 1996

Beazley was elected Labor leader after their 1996 election loss, and led the ALP to the 1998 and 2001 elections. After losing in 2001 he stepped down as Labor leader. He challenged for the leadership twice in 2003, but lost first to Simon Crean and then to Mark Latham. After serving on Mark Latham’s frontbench in the lead-up to the 2004 election, he was elected Labor leader in early 2005. He served in that role until December 2006, when he was replaced by Kevin Rudd, and he retired from the seat of Brand at the 2007 election. Beazley is now the Australian Ambassador to the United States.

Brand was won in 2007 by Gary Gray. Gray had been employed as an election organiser for the Australian Labor Party national office from 1986 to 1999, and was National Secretary for the 1996 and 1998 elections.

Gray was re-elected in 2010 and 2013, and retired in 2016. He was succeeded by Labor candidate Madeleine King, and King was re-elected in 2019 and 2022. King has served as Minister for Resources since 2022.

Candidates

Assessment
Brand is Labor’s safest seat in Western Australia.

2022 result

Candidate Party Votes % Swing Redist
Madeleine King Labor 48,031 50.2 +9.8 50.7
Peter Hudson Liberal 21,056 22.0 -7.8 21.8
Heather Lonsdale Greens 10,900 11.4 +0.3 11.3
Jake Taylor One Nation 5,139 5.4 -3.1 5.3
David Pike United Australia 2,711 2.8 -0.1 2.8
Michael O’Loghlen Western Australia Party 2,592 2.7 +0.0 2.7
Jayne Crichton Australian Christians 2,090 2.2 -0.9 2.2
Andrew Gleeson Great Australian Party 1,490 1.6 +1.6 1.5
Alison Marshall Liberal Democrats 1,074 1.1 +1.1 1.1
Malcolm Heffernan Federation Party 598 0.6 +0.6 0.6
Informal 6,551 6.4 +0.2

2022 two-party-preferred result

Candidate Party Votes % Swing Redist
Madeleine King Labor 63,829 66.7 +10.1 67.1
Peter Hudson Liberal 31,852 33.3 -10.1 32.9

Booth breakdown

Polling places in Brand have been divided into three areas: central, north and south.

Labor won a majority of the two-party-preferred vote in all three areas, ranging from 67.3% in the south to 70.0% in the north.

The Greens came third, with a primary vote ranging from 13.1% in the centre to 13.8% in the north.

Voter group GRN prim ALP 2PP Total votes % of votes
South 13.3 67.3 13,182 15.9
Central 13.1 69.0 10,377 12.5
North 13.8 70.0 10,184 12.3
Pre-poll 9.1 66.3 33,218 40.0
Other votes 11.2 65.3 16,011 19.3

Election results in Brand at the 2022 federal election
Toggle between two-party-preferred votes and primary votes for Labor, the Liberal Party and the Greens.

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1 COMMENT

  1. This seat covered Mark McGowan’s state seat of Rockingham, so I wonder if the swing there was even more so due to that. If so, I’d expect a bigger swing here, but still safe Labor retain

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