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| Adam Carr's Election Archive
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Australian federal election, 2025
Division of Brand, Western Australia
Named for: Hon Sir David Brand (1912-79), WA MP 1945-75, Premier 1959-71
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
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
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.
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