Article: Political branding perspective of Ghana

A brand – 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.

Building a strong political brand requires having an identity – 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.

Brand values

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.

Nana Kwame Bediako (NKB) of The New Force presents a Mask that represents a new dawn for Ghana; The Butterfly – Movement for Change is guided by “Ghana Will Rise Again”; The National Democratic Congress (NDC) has: “Unity, Stability and Development” with the New Patriotic Party’s (NPP) “Development in Freedom”; Ghana Union Movement showcases: “The Spirit of Nkrumah is Back”.

All these are brand value sometimes referred to as brand essence, brand culture, core values – which are guiding principles of the brand identity. Brand values can also be expressed as a brand mantra or slogan – a three to five catchphrase that explains the meaning of the brand. For instance, NDC has: ƐyƐ Zu – ƐyƐ Za; NPP – Ɛshi rado-rado-rado; Kwame A-Plus’: Wɔn yɛ busy – Y’ayɛ busy.

Moreover, slogans are crafted for each campaign season. For instance, the NDC had: The People’s Manifesto: Jobs, Prosperity and More in 2020 elections, but the 2024 manifesto, it is about – “Resetting Ghana: Jobs, Accountability, Prosperity” supported by “The trustworthy Alternative” as highlighted on the party’s website.

NPP thrived on “Leadership of Service: Protecting Our Progress, Transforming Ghana for All” with sub-slogans – “Four More To Do More For You” and “Four More For Nana To Do More” when President Nana Addo was vying for a second term. Now, for the 2024 elections, the manifesto slogan reads: “Selfless Leadership, Bold Solutions for Jobs and Business” supported by “Bold Solutions Forfor The Future” as H. E. Dr Bawumia attempts to overturn the two-term syndrome in Ghana’s politics.

Every aspect of the political party is directed by the ‘guiding angel’ 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 – social democrats, as attested in their welcome message by H.E. John Mahama on the party’s website.

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 “focused branded state” with enormous experience on beingen in power-opposition-power-opposition, restructuring, rebranding, detailed structure and systems of operations, and large networking.

Making in-roadsinroads by new entrants such as The New Force, Movement for Change might be difficult due to their ‘liability of newness’ – which might take a while to gain public trust and subsequently, their support. Their brand identity development is in a “sporadically state” 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.

Nonetheless, the voting publics’ 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.

Colours of these political parties – ranging from red/blue/white (NPP), black/red/white/green (NDC), /green/white/red (Convention Peoples Party), green and yellow (Ghana Freedom Party – 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.

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.

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

Brand personality is also fundamental to brand identity development. According to the Brand Prophet – 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.

Our former President, Flt Lt J.J. Rawlings was referred to as ‘Junior Jesus’ – 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 ‘Gentle Giant’, and current President of the republic, Nana Addo Dankwah Akufo-Addo – ‘Addo show boy’, ‘Addo guy-guy’, ‘Fellow Ghanaians’, have different personality characteristics that appeal to different people.

His excellency Excellency Dr Mahamudu Bawumia, current vice President, prides himself with digitalization – according to the party’s website, Gen Z (zoomers into internet), modernity whereas former President His Excellency John Dramani Mahama is riding on the characteristics of trustworthy, honesty, rejuvenated – according to the party’s website.

Nana Kwame Bediako also known as Cheddar or Freedom Jacob Caesar who is appealing more to the youth in this year’s (2024) elections is carving characteristics that align with the likes of Dr Kwame Nkrumah, Patrick L.O. Lumumba – a Keyan and Pan- Africanist among others. Nana Akosua Frimpomaa Sarpong Kumankuma the flagbearer of the Convention People’s Party (CPP) positions herself as a mother, care for the youth and humanity as evident in her background.

Brand relationship

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 ‘brand resonance’ that represents the highest point at which one is in love with the brand.

Several political party activists are serial callers on multiple radio, TV stations, social media platforms to defend, propagate and disseminate their party’s message. Prince David Osei – a Ghanaian actor campaigned with H.E. Dr Bawumia during the party’s manifesto launch in August 2024 as carried by GraphicOnLine.com.

Some are not even official spokesperson spokespersons for a party or known by them, but they still talk about the brand. Recently, DKB – the comedian, took it upon himself and created an advert to explain NDC’s 2024 flagship campaign mantra: ‘24hr Economy’, which even the party distanced itself from such a pro bono campaign, advising that but advise “people should seek authorisation before engaging in such practices”.

Brand Identity Building Blocks

Political brand identity development is anchored on Building Blocks. First off, brand salience – 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.

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.

Second, brand meaning – what the political party’s 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 – 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.

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 – how the people react reflect their judgement of the political party.

Ghanaians have critically and continue to scrutinise NPP the ruling party on Free SHS, 1D1F etc and currently, the sustenance and expansion of Ghana’s rebound economy campaign promise against the backdrop of NDC’s terms in office, their achievements and match it against current promises on whether they will pass credibility test to vote for them.

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: s.kusi2@bradford.ac.uk

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