Political Branding in India - A Study

Abstract

Branding, as a phenomenon, has come to characterize various facets of our life, and politics is no exception. It has reshaped the political equations and has made its presence felt during elections. Nowhere was it more prominent than in the last general election, when brand Modi triumphed over its rival political brands. However, the rise of political branding has found prominence in India only in the recent years. In contrast, the western democracies have borne testimony to it for the past many decades. This research paper aims at bringing TO the Jore understanding related to political branding and ifs numerous characteristics. This study is expected to help the readers understand the concept of political branding and relate to its concepts.