Abstract
Purpose This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts. Design/methodology/approach The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP]. Findings The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader. Originality/value The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters.
Highlights
This study aims to examine brand personality and its application to political branding
This development will be of greater significance, as it is positioned in the context of post elections
This study provides a guide for the post-election scenario that can be applied to the case of young digitally savvy voters while balancing the positive and negative elements of brand personality
Summary
This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. The authors gratefully acknowledge the contribution of Meetu Chawla. Her thesis titled, “Exploring political brand personality and use of media in its creation and maintenance,” and the data therein were invaluable in the development of this study. Semi-structured interviews were adopted to capture the branding activities used by internal stakeholders [BJP]
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