Psephos - Adam Carr's Election Archive

Adam Carr's Election Archive

Australian federal election, 2025
Division of Brand, Western Australia

Named for: Hon Sir David Brand (1912-79), WA MP 1945-75, Premier 1959-71


< Bradfield previous seat | next seat Brisbane >
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South of Perth: Kwinana, Parmelia, Rockingham, Safety Bay, Warnbro

Enrolment at 2019 election: 106,963
Enrolment at 2022 election: 118,102 (+10.5)

1999 republic referendum: No 66.3
2018 same-sex marriage survey: Yes 67.1
2023 Voice referendum: No 69.2


Sitting member: Hon Madeleine King (Labor): Elected 2016, 2019, 2022


2007 Labor majority over Liberal: 5.6%
2010 Labor majority over Liberal: 8.3%
2013 Labor majority over Liberal: 2.9%
2016 Labor majority over Liberal: 11.4%
2019 Labor majority over Liberal: 6.7%
2022 Labor majority over Liberal: 16.7%
2025 notional Labor majority over Liberal: 17.0%

Status: Very safe Labor


  • 2022 results
  • Statistics and history

  • Announced candidates:

    Hon Madeleine King
    Australian Labor Party
    Claire Moody
    Liberal Party

    Division of Brand

    Brand was created in 1984, in the fast-growing coastal strip running south of Perth, based on the industrial centre of Rockingham and the tourist-retirement town of Mandurah. Socially it is in some ways like a rural seat - it has a relatively low median income level, a low level of people in professional and managerial occupations and a low level of non English speaking households. Unlike country seats it has a high level of people paying off their homes. It is also marked by the second-highest level in Australia of immigrants from the UK. This mix produces a seat which is usually Labor but far from reliably so. The 2010 redistribution removed Mandurah from the seat, making it more clearly an outer Perth and semi-industrial seat.

    Brand was won in 1996 by Kim Beazley, who was then Deputy Prime Minister in the Keating Government. He had been member for Swan since 1980 but rightly felt he needed a safer seat. As it was, Beazley very nearly lost Brand in 1996. He did much better in 1998 and 2001, when he was Leader of the Opposition, but in 2004, under Mark Latham's leadership, he was again run close. Beazley retired in 2007. He was succeeded by Gary Gray, former National Secretary of the ALP, who was a minister in the Rudd-Gillard government and retired in 2016.

    Madeleine King, Labor MP for Brand since 2016, is a lawyer and was a staffer for Gray and chief operating officer of the Perth USAsia Centre. She was rapidly promoted and is now Minister for Resources and Minister for Northern Australia.

    The 2022 election saw large swings to Labor in all the Western Australian seats including Brand. This was largely due to state issues, particularly arising from the COVID pandemic. This means that the Labor majority in Brand is considerably over-stated. The 2024 redistribition has removed the southern part of the seat around Secret Harbour and improved the Labor majority. The Liberal candidate in 2025 will be Claire Moody, whose occupation is not stated.

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