How different it is to build a political brand as compared to a corporate brand through PR activation? Well, it’s similar... but not identical!
It was during April-May this year that all of us were subjected to the frenzy created by the political parties and their choice of leaders in a run up to General Elections. Political posters, advertising spots, hurried activities and flurry created by rallies screamed all through the day to ‘vote-for-me’ pleading candidates. The distorted images of leaders wrestled for attention, holding onto the voters’ index finger. A while later you found yourself in the ballot booth, conscious of the fact that your vote counts, though subconsciously sending off similes of candidates who successfully incarcerated your attention.
Yes, welcome to the world of ‘undeciders’! And being in this special ‘undecided’ category, you happen to prove all exit polls wrong and make the unthinkable happen. You end up voting for a candidate who has been able to communicate his achievements effectively. The man, or the woman, you voted for may be as good as the competition, but he or she has scored in terms of efficiently and effectively communicating with the buyer; read voter in this case. The situation at a hyper-market is so much alike. Building a political brand is similar to building a consumer brand – similar, but not identical. To build a consumer brand, a product is needed to position against a target group. A political brand, on the other hand, is developed to strike functional and emotional values to an electorate despite the difficulty of defining the market place. The single most distinction towards PRable communication between a consumer brand and a political brand is the ‘value proposition on offer’ around which a consumer brand is built. A political brand is positioned on the basis of the history of the political party, credentials of the political leader and the character that is to be highlighted on the block. These three fundamentals of communication for a political brand make it a tad complex over a consumer brand. The political brand must signify party lineage ably supported by credible manifestos and policies. The party’s credibility typically has a huge rub off on the positioning of an individual leader. Similarly, soiled reputation of a colleague on the political brand can hamper the desired image. There are often multiple opposing brands in one party, more so for Indian electorate where allies come together to form a ruling party or an opposition. For instance, the Congress has a certain brand image and equity, and its allies and political leaders have their own brand image. The PR strategy needs to inculcate such details, especially while positioning a leader at constituency level. For a consumer brand, the brand positioning is devoid of sub-brands and complicated alliances. The attributes of a consumer brand reach out to a specified target audience nationally.
With the evolution of media sphere and increased public scrutiny, corporates and politicians alike are under intense pressure to act transparently and hence the need to communicate. PR perhaps gives them the edge on any other medium to communicate effectively to the target audience, as PR places exposure through third party endorsements and brings about credibility. While PR communication for a consumer brand is more forthright and is based on key characteristics, a political brand is more focused on building an emotional quotient with the target audience. In western countries, Political PR is often referred to as spin doctoring. While the term spin doctors may have some negative connotation, it essentially includes selectively presenting facts and quotes that support one’s position. Spin doctoring carefully times the release of certain news so it can take advantage of prominent events. In India, while Consumer PR has evolved to a large extent, Political PR is still carried on a selective basis with the sole intent of managing media exposure during the election process. However, with PR coming of age, it is only time that political PR will gain ground and be a part of the political team at a more strategic level.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
It was during April-May this year that all of us were subjected to the frenzy created by the political parties and their choice of leaders in a run up to General Elections. Political posters, advertising spots, hurried activities and flurry created by rallies screamed all through the day to ‘vote-for-me’ pleading candidates. The distorted images of leaders wrestled for attention, holding onto the voters’ index finger. A while later you found yourself in the ballot booth, conscious of the fact that your vote counts, though subconsciously sending off similes of candidates who successfully incarcerated your attention.
Yes, welcome to the world of ‘undeciders’! And being in this special ‘undecided’ category, you happen to prove all exit polls wrong and make the unthinkable happen. You end up voting for a candidate who has been able to communicate his achievements effectively. The man, or the woman, you voted for may be as good as the competition, but he or she has scored in terms of efficiently and effectively communicating with the buyer; read voter in this case. The situation at a hyper-market is so much alike. Building a political brand is similar to building a consumer brand – similar, but not identical. To build a consumer brand, a product is needed to position against a target group. A political brand, on the other hand, is developed to strike functional and emotional values to an electorate despite the difficulty of defining the market place. The single most distinction towards PRable communication between a consumer brand and a political brand is the ‘value proposition on offer’ around which a consumer brand is built. A political brand is positioned on the basis of the history of the political party, credentials of the political leader and the character that is to be highlighted on the block. These three fundamentals of communication for a political brand make it a tad complex over a consumer brand. The political brand must signify party lineage ably supported by credible manifestos and policies. The party’s credibility typically has a huge rub off on the positioning of an individual leader. Similarly, soiled reputation of a colleague on the political brand can hamper the desired image. There are often multiple opposing brands in one party, more so for Indian electorate where allies come together to form a ruling party or an opposition. For instance, the Congress has a certain brand image and equity, and its allies and political leaders have their own brand image. The PR strategy needs to inculcate such details, especially while positioning a leader at constituency level. For a consumer brand, the brand positioning is devoid of sub-brands and complicated alliances. The attributes of a consumer brand reach out to a specified target audience nationally.
With the evolution of media sphere and increased public scrutiny, corporates and politicians alike are under intense pressure to act transparently and hence the need to communicate. PR perhaps gives them the edge on any other medium to communicate effectively to the target audience, as PR places exposure through third party endorsements and brings about credibility. While PR communication for a consumer brand is more forthright and is based on key characteristics, a political brand is more focused on building an emotional quotient with the target audience. In western countries, Political PR is often referred to as spin doctoring. While the term spin doctors may have some negative connotation, it essentially includes selectively presenting facts and quotes that support one’s position. Spin doctoring carefully times the release of certain news so it can take advantage of prominent events. In India, while Consumer PR has evolved to a large extent, Political PR is still carried on a selective basis with the sole intent of managing media exposure during the election process. However, with PR coming of age, it is only time that political PR will gain ground and be a part of the political team at a more strategic level.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
