Political Party Brand and Consumer Choice in Ghana

This study aims at ascertaining the extent to which political parties are managed as brands and the perceptions of political party brands amongst Ghanaians. The research design is qualitative employing focus group discussions and in-depth interviews. We sought to unearth comprehensive understanding of voter brand choice in Ghana. Findings indicate that the major political parties are not managed properly as brands. The political parties studied also do not invoke salient mental associations nor intense emotional effects with voters as power brands do with consumers. This paper presents a modest contribution to the political brand management literature, from a developing economy context