A brand – which according to American Marketing Association is a name, logo, design, symbol, item, concept that distinguishes one seller from the other. A brand is no more reserved for goods (e.g., wine, rice) and services (football, entertainment) as its importance has been acknowledged in 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 support of the people. Hence, it is vital for them to develop a brand identity through repeated interaction with supporters/ members and potential members to drive brand relationship. Nana Kwame Bediako (NKB) of The New Force’s ‘Mask’ 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”. All these are brand value sometimes referred to as brand essence, brand culture, core values, 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 For Nana To Do More” when President Nana Addo was vying for second term. Now, for the 2024 elections the manifesto slogan reads: “Selfless Leadership, Bold Solutions for Jobs and Business” supported by “Bold Solutions For 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 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 – 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 significant supporter base.

They are in a “focused branded state” with enormous experience on been in power and opposition, restructuring, rebranding, detailed structure, systems of operations and large networking. Making in-roads by the new Movements 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 “sporadically state” as they learn on what would and would not work, attract, and retain supporters/ members and funders. 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.

Colours of these political parties – ranging from red/blue/white (NPP), black/red/white/green (NDC), /green/white/red (Convention Peoples Party); movements – The New Force, Movement For Change with black and yellow colours among others are unique paragons of brand values. People see and resonate with them. Accordingly, these colours have been carefully chosen to reflect the brand identity of the party. Undermining the pivotal role of colours in building a strong political brand identity corresponds with a circle of vultures waiting to devour a prey. 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

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 Akuffou-Addo – ‘Addo show boy’, ‘Addo guy-guy’, ‘Fellow Ghanaians’, have different personality characteristics that appeal to different people.

His Excellency Dr Mahamud Bawumia, current vice President, prides himself with digitalization – according to the party’s website, whereas former President 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.

Brand relationship

Our study (myself – Dr Kusi, Professor Gabrielsson and Dr. Minnie) on developing brand identity and corroborated by other scholars log that brand relationship or brand resonance that is the highest point at which one is in love with the brand is pivotal to building a strong brand identity.

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 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 but advise people should seek authorisation before engaging in such practices.

Besides, the parties need to have strong building blocks: brand salience by properly defining what the brand stands for so to make it for voters to easily recall and recognise them.

Secondly, 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. This should reflect in their communication materials and outlets by combining social media with traditional ones.

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.

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