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Political advertising in India began as a laid-back attempt in the early 1980s and came a long way to become an organized and professional way of approaching voters. The erstwhile practice of sloganeering and propaganda are being replaced by branding and positioning strategies. In their efforts to 'brand' their parties, political leaders engaged celebrities in their election campaigns.
Political marketing has grown leaps and bounds in India over the last two elections. We help to find a match between brand identity, brand personality, and consumer perception in terms of benefits sought and influence of activities undertaken by him. Personality brands in politics work well when the brand personality matches with the party’s ideology, and stays strong through right activities and image building choices. The recent elections saw many eminent politicians pitching themselves directly or indirectly as the next Prime Minister of India. While Congress and Bhartiya Janta Party clearly declared there PM candidates.
Further, in today's context, political marketing is gaining relevance as media spends for political parties increase during campaigns; strong brands emerge from the ranks of political leaders with each party building a larger than life image of its leaders. It is a trust relationship between an individual and voter.Personality branding essentially involves stimulating meaningful perceptions about the value and qualities that the personality stand for.
Growing educational level is significant in transforming individuals' political culture. Changes are assumed to affect younger more than older generations. Statistical techniques are employed for the data analysis. In order for political marketing to play a leading role in the political education of the younger generation, it has to be trusted and ahead of the emerging political culture.
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