Assistant Professor of Marketing at the University of Bradford, Dr. Samuel Kusi says a strong political brand identity is essential for parties to thrive and maintain public support as political branding has emerged as a critical component in Ghana’s electoral landscape.
According to a statement released by Dr. Kusi, as political parties strive to distinguish themselves in a competitive political arena, there is a need for political entities to cultivate a unique identity that resonates with voters.
He argued that political parties in Ghana, such as the National Democratic Congress (NDC) and the New Patriotic Party (NPP), have established distinct brand values that reflect their core principles.
“The NDC promotes “Unity, Stability and Development,” while the NPP emphasizes “Development in Freedom.” Newer movements like The New Force and The Butterfly – Movement for Change are also attempting to carve out their identities, with slogans such as “Ghana Will Rise Again” and imagery that symbolizes a fresh start for the nation,” he noted.
Dr. Kusi highlights that without a robust brand identity, political parties risk losing their relevance and support.
He notes that repeated engagement with supporters is crucial for building brand relationships, citing that the NDC’s 2024 manifesto slogan, “Resetting Ghana: Jobs, Accountability, Prosperity,” aims to connect with voters on pressing issues.
Dr. Kusi also revealed that brand personality also influences voter perception as traits associated with party leaders can enhance their appeal.
He cited Former President J.J. Rawlings, who was viewed as a liberator during his time, earning him significant support.
“Current leaders like Vice President Dr. Mahamudu Bawumia promote themes of digitalization and modernity, targeting younger voters,” he revealed.
He also emphasized that while established parties like the NPP and NDC benefit from decades of branding experience, new entrants like the New Force may face challenges due to their “liability of newness.”
“These parties must work diligently to build trust and credibility among voters,” Dr. Kusi advised.
