Learn branding from “MODI”

Narendra Modi,India’s most prominent chief minister of present time. He won the Gujarat assembly election 3^rd time, He is looking for brand extension from regional market to Indian market- 2014 election and Indian prime minister post. It is not easy task ahead because he has many competitors those have good market share( Vote bank) and some regional brands ( Nitesh kumar, Chandra Babu Naydu and others) are against him  and not ready to let him use their market share. What will happen in the future I cannot say now, it will depend on Modi’s brand management ability. Till now he has proved his branding ability and become a rising brand of Indian politics. 

His supporters acknowledge him “Yug Purush” and competitors “ Lahu Purush” who is correct it doesn’t matter for me. I only see here how this man has done his own branding, managed his brand image. He uses political and marketing strategy both. Basic need for any brand is brand awareness and it can be generated by publicity. Modi knows it, Only he is a political leader except Digvijay Singh ( Congress) who can get publicity by his statements. Modi is most famous chief minister in India. He is famous because of his work or statements.

When I think over Modi’s strategies, He knows his competitor’s strength / weakness, market trends, his own strength /weakness and target customers.  From starting he targeted to Hindu community (Segment) and positioned himself as a “Hindu Community Savior”. Last two elections he positioned himself as a “HINDU LEADER” but for this election (2012) he changed his own brand positioning as “MODI HI BIKALP”.   Repositioning was required because he has generated new brand value, brand quality ex: His clean image in terms of corruption, as a good administrator, development etc.  Market trend has changed, public is furious with its competitor ( Congress) because of corruption charges, inflation, poor administration etc.  Trough this positioning and brand image he is able to get some market share of Muslim vote bank.

A brand can be sold only when it differentiates itself from other brands, brand top of the customers mind can capture large market share. Modi knows it so he differentiates himself from other leaders (Party and opposition). Either he is Lal Krishna Advani or any Congress leaders. He differentiates himself on three points: Believable, Unique and Relevant.  Attributes of a brand which differentiate from other brands are Brand Promise, Brand Character, Brand Experience and Brand Quality. Modi has proved he is better than other brands if we compare on these brand attributes.  For Example Advani ji has got a chance in government, but he was unable to keep his promise for Ram Mandir, whatever was the reason but he lost the chance even he tried to become a secular leader ( Jinnah Case). It was a real case of brand gap and brand death. He lost his credibility and vote bank. Till now Modi has managed his brand promise ( Good governance and Development).

If I compare Modi and Rahul Gandhi then it will be a compare between two brands like “surf excel” and “tide”.  Modi has its own brand image and Rahul as a brand has only brand recognition but customers are not ready to purchase because brand attributes are hidden or not available or not sufficient in compare to Modi.  Rahul as a brand has good manufacturer name, packaging is good, brand association (with Sonia, congress) is sufficient but own brand attributes have not been shown till now. In compare to modi he cannot say he can give more whitening or chauk gaye Modi master.

Personality always matter no matter it is brand or political leader personality. Modi always worked on his personality. He managed some of his personality traits like: Fun, Friendly, Loud, Traditional, Glamorous, Corporate and Serious. In every public meeting you can find these personality traits in him. To attract customer (Voters) not only your work is required, you will have to attract them by your personality Modi knows it.

Congress leaders have lost their brand image and brand belief because of corruption charges, black money case and many more, Here Modi has maintained his brand image for 2014 election and 2012 which he won. As I was saying Brand promise, Brand Character, Brand experience and Brand Quality are very essential for any brand or political leader.  Election can be won only on promise, last experience, personality (brand personality) and qualities where Modi has worked.

I have a good example for brand promise, brand believe and brand image. Modi promised in 2012 election 50 lakh low cost houses for poor and job for more than 3 million youth. Minister of congress government Ajay Makan (Union Minister for Housing and Urban Poverty Alleviation) questioned the feasibility of Modi claim 50 lakh low cost houses. Gujarat people believed Modi because they have seen the promise fulfillment from Modi, they voted for Modi.

I am a brand neutral, I don’t care who wins 2014 election, but as a renowned brand Modi will be projected as Prime Minister Candidate or not and if he will be projected, can he win. It is a question which cannot be answered now. India’s politics depends on regional parties where Modi can face problem. He is able to manage some Muslim votes in 2012 election, but in 2014 what can he do cannot be said but Mr. Modi, you are a real brand manager.