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A brand \u2013 according to the American Marketing Association is a name, logo, design, symbol, item, or concept that distinguishes one seller from the other. A brand is no longer reserved for goods (e.g., wine, rice) and services (football, entertainment) but also, but its importance has been acknowledged in the political sphere.<\/p>\n
Building a strong political brand requires having an identity \u2013 how people should perceive the brand, to provide politicians, political parties, and movements the impetus to thrive in a cutthroat political environment such as our beloved motherland, Ghana.<\/p>\n
Brand values<\/strong><\/p>\n Without a strong brand identity, political parties will fade and consequently lose the support of the people. Hence, they need to develop a brand identity through repeated interaction with supporters\/ members and potential members to drive brand relationships.<\/p>\n Nana Kwame Bediako (NKB) of The New Force presents a Mask that represents a new dawn for Ghana; The Butterfly \u2013 Movement for Change is guided by \u201cGhana Will Rise Again\u201d; The National Democratic Congress (NDC) has: \u201cUnity, Stability and Development\u201d with the New Patriotic Party\u2019s (NPP) \u201cDevelopment in Freedom\u201d; Ghana Union Movement showcases: \u201cThe Spirit of Nkrumah is Back\u201d.<\/p>\n All these are brand value sometimes referred to as brand essence, brand culture, core values \u2013 which are guiding principles of the brand identity. Brand values can also be expressed as a brand mantra or slogan \u2013 a three to five catchphrase that explains the meaning of the brand. For instance, NDC has: \u0190y\u0190 Zu \u2013 \u0190y\u0190 Za; NPP \u2013 \u0190shi rado-rado-rado; Kwame A-Plus\u2019: W\u0254n y\u025b busy \u2013 Y\u2019ay\u025b busy.<\/p>\n Moreover, slogans are crafted for each campaign season. For instance, the NDC had: The People\u2019s Manifesto: Jobs, Prosperity and More in 2020 elections, but the 2024 manifesto, it is about \u2013 \u201cResetting Ghana: Jobs, Accountability, Prosperity\u201d supported by \u201cThe trustworthy Alternative\u201d as highlighted on the party\u2019s website.<\/p>\n NPP thrived on \u201cLeadership of Service: Protecting Our Progress, Transforming Ghana for All\u201d with sub-slogans \u2013 \u201cFour More To Do More For You\u201d and \u201cFour More For Nana To Do More\u201d when President Nana Addo was vying for a second term. Now, for the 2024 elections, the manifesto slogan reads: \u201cSelfless Leadership, Bold Solutions for Jobs and Business\u201d supported by \u201cBold Solutions Forfor The Future\u201d as H. E. Dr Bawumia attempts to overturn the two-term syndrome in Ghana\u2019s politics.<\/p>\n Every aspect of the political party is directed by the \u2018guiding angel\u2019 that the party dares to run faster than it. As a centre-right political party, for instance, the NPP must align with such ideologies in formulation of policies so is the case of the NDC a centre left centre-left \u2013 social democrats, as attested in their welcome message by H.E. John Mahama on the party\u2019s website.<\/p>\n Comparably, well established, and dominant parties, the NPP and NDC have nurtured a strong political brand identity over two decades and consequently built trust, confidence, and a significant supporter base. They are in a \u201cfocused branded state\u201d with enormous experience on beingen in power-opposition-power-opposition, restructuring, rebranding, detailed structure and systems of operations, and large networking.<\/p>\n Making in-roadsinroads by new entrants such as The New Force, Movement for Change might be difficult due to their \u2018liability of newness\u2019 \u2013 which might take a while to gain public trust and subsequently, their support. Their brand identity development is in a \u201csporadically state\u201d as they are going through trial-and-errorstrial-and-error to learn what would and would not work, attract, and retain supporters\/ members, funders among others.<\/p>\n Nonetheless, the voting publics\u2019 sympathy could favour them as occurred recently in Senegal when Bassirou Diomaye Faye sudden rise to fame propelled him to the highest office of the land. Worth highlighting is that it will take significant efforts and compelling circumstances that cultivates sympathy and support from the masses as the case of Bassirou.<\/p>\n Colours of these political parties \u2013 ranging from red\/blue\/white (NPP), black\/red\/white\/green (NDC), \/green\/white\/red (Convention Peoples Party), green and yellow (Ghana Freedom Party \u2013 Honourable Akua Donkor); movements such as The New Force, Movement Forfor Change with black and yellow colours among others are unique paragons of brand values. People see these colours and resonate with them.<\/p>\n Accordingly, all these colours have been carefully chosen to reflect the brand identity of the party. Undermining the pivotal role of colours to building a strong political brand identity corresponds with a circle of vultures waiting to devour a prey.<\/p>\n In fact, it is a dangerous path to choose to follow as a meaningful and purposeful political brand. Notwithstanding, it is not everyone that has in-depth understanding about the meaning of the political party colours but their allegiance centres on other captivating issues such as brand personality. Brand personality is also fundamental to brand identity development. According to the Brand Prophet \u2013 David Aaker, brand personality is the set of human characteristics with a brand. Human traits such as humour, rugged, beautiful, hero, ruler, innocent, caregiver, creator among others are what supporters\/members associate with their political parties because they exhibit same characteristics.<\/p>\n Our former President, Flt Lt J.J. Rawlings was referred to as \u2018Junior Jesus\u2019 \u2013 a liberator at the time, and hence, received support from those who shared his sentiment and characteristics during the revolution. Ex-president J. A. Kufour sometimes referred to as \u2018Gentle Giant\u2019, and current President of the republic, Nana Addo Dankwah Akufo-Addo \u2013 \u2018Addo show boy\u2019, \u2018Addo guy-guy\u2019, \u2018Fellow Ghanaians\u2019, have different personality characteristics that appeal to different people.<\/p>\n His excellency Excellency Dr Mahamudu Bawumia, current vice President, prides himself with digitalization \u2013 according to the party\u2019s website, Gen Z (zoomers into internet), modernity whereas former President His Excellency John Dramani Mahama is riding on the characteristics of trustworthy, honesty, rejuvenated \u2013 according to the party\u2019s website.<\/p>\n Nana Kwame Bediako also known as Cheddar or Freedom Jacob Caesar who is appealing more to the youth in this year\u2019s (2024) elections is carving characteristics that align with the likes of Dr Kwame Nkrumah, Patrick L.O. Lumumba \u2013 a Keyan and Pan- Africanist among others. Nana Akosua Frimpomaa Sarpong Kumankuma the flagbearer of the Convention People\u2019s Party (CPP) positions herself as a mother, care for the youth and humanity as evident in her background.<\/p>\n Brand relationship<\/strong><\/p>\n Our study (Dr Kusi,myself and Professor Gabrielsson and Dr. Minnie) on developing brand identity and corroborated by other scholars log that brand relationship is pivotal to building a strong brand identity. Kevin Lane Keller (E. B. Osborn Professor of Marketing at Tuck School of Business, Dartmouth College) uses the term \u2018brand resonance\u2019 that represents the highest point at which one is in love with the brand.<\/p>\n Several political party activists are serial callers on multiple radio, TV stations, social media platforms to defend, propagate and disseminate their party\u2019s message. Prince David Osei \u2013 a Ghanaian actor campaigned with H.E. Dr Bawumia during the party\u2019s manifesto launch in August 2024 as carried by GraphicOnLine.com.<\/p>\n Some are not even official spokesperson spokespersons for a party or known by them, but they still talk about the brand. Recently, DKB \u2013 the comedian, took it upon himself and created an advert to explain NDC\u2019s 2024 flagship campaign mantra: \u201824hr Economy\u2019, which even the party distanced itself from such a pro bono campaign, advising that but advise \u201cpeople should seek authorisation before engaging in such practices\u201d.<\/p>\n Brand Identity Building Blocks<\/p>\n Political brand identity development is anchored on Building Blocks. First off, brand salience \u2013 what the political party stands for should be top on the mind of the voting publics and they should be able to recall and recognise it easily.<\/p>\n Political parties need to create brand awareness through their campaign messages and cultivate memories in the minds of voters and other relevant stakeholders. Voters should have deeper understanding of the campaign message and overall brand promise.<\/p>\n Second, brand meaning \u2013 what the political party\u2019s brand is characterised by and stands for in the minds of the people as expressed in brand image. Brand associations project brand meaning, and this is achievable either by direct experience of voters with the political party \u2013 here, what the party offers during their term in office, or promises offered as in opposition, or indirectly through advertising campaigns, word of mouth, celebrity endorsements etc.<\/p>\n Brand performance as element of brand meaning takes into cognizance how the political party has performed which will translate into re-voting to continue or come back to power. New entrants such as New Force will need to demonstrate a resounding distinctive offer to capture the minds of the people because of its liability of newness immerse in sporadically state of development and associated lack of trust\/ confidence among the voting public. Thirdly, brand responses \u2013 how the people react reflect their judgement of the political party.<\/p>\n Ghanaians have critically and continue to scrutinise NPP the ruling party on Free SHS, 1D1F etc and currently, the sustenance and expansion of Ghana\u2019s rebound economy campaign promise against the backdrop of NDC\u2019s terms in office, their achievements and match it against current promises on whether they will pass credibility test to vote for them.<\/p>\n The writer is Dr Samuel Kusi is Assistant Professor of Marketing @ University of Bradford, UK. He is an expert in branding, small and medium enterprises, and entrepreneurship. Email: [email\u00a0protected]<\/strong><\/p>\n Asaase Broadcasting Company airs on\u00a0<\/em>Asaase 99.5<\/em>\u00a0Accra, Asaase 98.5 Kumasi, Asaase 99.7 Tamale, Asaase 100.3 Cape Coast, AsaasePa 107.3 (Accra).
Brand personality<\/p>\n
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