Exploring the influences of political branding: a case from the youth in India

Purpose The extant literature demands more insights into the elements for political branding in India. Thus, this paper aims to explore political branding in terms of the influences of political branding. Design/methodology/approach The context is the young voters in an emerging country, India. Qualitative research was undertaken, and a total of 17 focus group discussions were conducted in the leading Indian cities. Findings This study found that the Bhartiya Janata Party (BJP) developed a strong governance and connection with the people. This approach developed a comprehensive brand among the young voters, who emphasized on the proof of the performance by the party. During pre or post-election, the BJP and other political parties need to develop a comprehensive political branding plan to connect with the voters. Research limitations/implications This study was focused on the external perspective of political branding. Future research can focus on the internal perspective in terms of party members and politicians. This study has focused on India as a specific case. Future studies can focus on a cross-cultural and cross-national level. Practical implications The framework developed can be used by political parties and leaders to develop their political brand. The study’s framework can be used in a systematic and sequential format to verify the strength of their political branding exercise. Originality/value This study focuses on the post-election scenario. Secondly, it focuses on the non-Western context. Also, the study represents a unique combination of the best theories and observations from political marketing and digital leadership.