1. Analysis of the performances of BJP, INC, BSP and SP by using Brand Asset Valuator Power Grid and Descriptive Statistics. 2. Figured out the right and strategic channels of online promotion for each of the political parties and also the key elements that must have been present in their digital campaigns.

1. THE IMPACT OF DIGITAL POLITICAL MARKETING ON
THE BRAND EQUITY OF POLITICAL PARTIES
Devyanee Kaushal
BBM 6th semester
147508
Major Project

2. CONTENT
• INTRODUCTION
• NEED
• OBJECTIVES
• RESEARCH METHODOLOGY
• FINDINGS
• CONCLUSION
• SUGGESTIONS
• REFERENCES

3. The primary and most important difference between
business marketing and political marketing is that the latter
is used to raise awareness and inform members of the public
about critical issues and leadership choices within their
community, state, and country. In a nutshell, the importance
of political marketing is how effective it is at spreading
messaging and informing the public
Social media in 2014 emerged as a frontrunner in
terms of Marketing and PR communications
especially in the arena of politics, an area which has
traditionally been predominantly dependent of
modes of promotion such as television, print, radio,
rallies etc. Lok Sabha elections 2014 have strongly
used digital media in their campaign. In fact, it is
assumed that the key to BJP’s success was the
engagement achieved with supporters through the
use of social media. This trend was started by U.S.
President Barrack Obama himself who emerged as
the First Social Media President

4. Current Population of India in 2017 is 1.34 billion (134 crores) out
of which it was found that India hat 462.1 million internet users.
IAMAI-IMRB report says Urban India has close to 60% Internet
penetration, reflecting a level of saturation, but there are a
potential 750 million users in Rural India. India is expected to have
600 million internet users by 2020, said a study report by
ASSOCHAM- Deloitte. Thus, internet is intensifying and becoming
more powerful rapidly.

5. Need
•Digital media is changing the way political parties interact with voters bridging
the gap like never before.
•The purpose of this paper is to develop understanding of how voters view
the political brands on internet.
•Political parties are now constantly applying the concept and strategies of
brand management to make the political product attractive, appealable,
trustable, and differentiable, a source of long-term relationships, and a
decision-making driver.
•This study will also provide the roadmap and guidelines for the
political parties to manage their party equity and enhance their vote
bank.

6. Objectives
•To measure the impact of digital political
marketing on political brand strength
•To measure the impact of digital political
marketing on political brand stature

7. Study design
The research is a causal research as
we are trying to analyze the impact
of political digital marketing on
voters. For this study, a set of
questions were asked on digital
political marketing through
questionnaires
Setting
The research is conducted in
Agra, a city in Uttar Pradesh
Sample size
Our sample size for this
study is around 107
individuals from 16 years
to more than 45 years
Sampling technique
Sampling technique
adopted for the research
is non-probability
convenience sampling
Data Analysis Procedure
The data analysis is done in three
parts: Demographic profile of
respondents, Descriptive statistics
and BAV model i.e., brand asset
valuator model which compares
the brand strength and brand
stature of Bharti Janta Paty,
Samajwadi Party, Indian National
Congress, Bahujan Samaj Party
Data Collection Methods
The data collection is through
secondary sources through
internet and primary sources
by administering a
questionnaire to the
individual voters.
Research Methodology

9. 56, 52%
51, 48% Male
Female
13, 12%
64, 60%
10, 9%
9, 9%
11, 10%
less than 18
18-24
25-34
35-44
45 and over
GENDER
AGE

10. Rank BJP % SP % INC % BSP %
4 73 68.22% 7 6.54% 11 10.28% 18 16.82%
3 7 6.54% 54 50.47% 34 31.78% 13 12.15%
2 6 5.61% 30 28.04% 55 51.40% 14 13.08%
1 21 19.63% 16 14.95% 7 6.54% 62 57.94%
Total 107 100% 107 100% 107 100% 107 100%
Weighted
average mean
3.23 2.49 2.46 1.88
Cumulative
weighted
mean average
2.51
N=107
68.2%
6.5%
10.3%
16.8%
6.5%
50.5%
31.8%
12.1%
5.6%
28.0%
51.4%
13.1%
19.6%
15.0%
6.5%
57.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
BJP SP INC BSP
Rank 4
Rank 3
Rank 2
Rank 1
BJP has maximum visibility on internet
with 68.22% of the respondents who
ranked it to be the most visible party on
internet. 50.47% of the respondents
ranked SP to be the second most visible
party on the internet followed by INC
which has been ranked the third most
visible party. BSP was the least seen
party on the internet ranked by 58% of
the respondents
VISIBILITY

11. 72.9%
3.7% 6.5%
22.4%
0.9%
59.8%
29.0%
11.2%
1.9%
26.2%
61.7%
6.5%
24.3%
10.3%
2.8%
59.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
BJP SP INC BSP
Rank 4 Rank 3 Rank 2 Rank 1
73% of the respondents find BJP’s ads,
banners, memes, videos, pop ups etc. to
be the most attractive followed by SP and
INC. 60% of the respondents found BSP’s
memes, videos, etc. to be the least
attractive. As per the weighted average
mean of the parties, BJP displays the most
attractive content and SP and INC are
moderately visible to the audience
67.3%
4.7% 2.8%
15.9%
9.3%
49.5%
22.4%
16.8%
8.4%
33.6%
62.6%
13.1%15.0%
12.1% 12.1%
54.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
BJP SP INC BSP
Rank 4
Rank 3
Rank 2
Rank 1
The digital marketing of BJP has
been the most informative which
is supported by 78% (approx.) of
the respondents followed by SP,
INC and BSP respectively. BSP has
been the least informative party
in its digital marketing practices
as per 54 % of the respondents.
ATTRACTIVENESS
INFORMATIVE

12. 70.1%
6.5% 4.7%
15.9%
8.4%
46.7%
28.0%
15.0%
1.9%
35.5%
60.7%
8.4%
19.6%
11.2%
6.5%
60.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
BJP SP INC BSP
Rank 4
Rank 3
Rank 2
Rank 1
Rank BJP % SP % INC % BSP %
4 75 70.09% 7 6.54% 5 4.67% 17 15.89%
3 9 8.41% 50 46.73% 30 28.04% 16 14.95%
2 2 1.87% 38 35.51% 65 60.75% 9 8.41%
1 21 19.63% 12 11.21% 7 6.54% 65 60.75%
Total 107 100% 107 100% 107 100% 107 100%
Weighted
average mean
3.29 2.49 2.31 1.86
Cumulative
weighted
mean average
2.49
N=107
According to 71% of the
respondents, BJP has been the
most effective in reaching out to
their target audience followed
by SP, INC and BSP respectively.
61% of the respondents believe
that BSP is least effective in its
digital marketing strategies in
reaching out to the voters
Effectiveness in
reaching out the
target audience

13. 46.73%
1.87% 1.87%
0.00%
21.50%
32.71%
14.02%
8.41%
12.2
32.71% 31.78% 34.58%
15.89%
23.36%
39.25%
34.58%
3.74%
9.35%
13.08%
22.43%
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
0.50
BJP SP INC BSP
Strongly Agree Agree Neutral Disagree Strongly Disagree
BJP % SP % INC % BSP %
Strongly Agree 50 47% 2 2% 2 2% 0 0%
Agree 23 21% 35 33% 15 14% 9 8%
Neutral 13 12% 35 33% 34 32% 37 35%
Disagree 17 16% 25 23% 42 39% 37 35%
Strongly Disagree 4 4% 10 9% 14 13% 24 22%
Total 107 100% 107 100% 107 100% 107 100%
Weighted Average
Mean
3.92 2.94 2.52 2.29
Cumulative
Weighted Average
Mean
2.92
N=107
40 % of the respondents strongly
agree that their voting decision has
been influenced by the digital
marketing of BJP. SP and INC,
respectively, have been moderately
successful in influencing the decision
of the voters. BSP’s weighted average
2.29 falls between ‘Neutral’ and
‘Disagree’, therefore, comparatively,
BSP has been insufficient in
influencing the voter’s decisions
INFLUENCE

14. 0%
20%
40%
60%
80%
100%
BJP SP INC BSP
40%
3% 2% 3%
37%
28% 9% 10%
10%
40%
34% 26%
12%
29%
55% 61%
0% 0% 0% 0%
Strongly Agree Agree Neutral Disagree Strongly Disagree
43% strongly agreed and 41 % agreed that
they feel connected with the political parties
because of digital marketing done by BJP.
55% and 61 of the respondents do not feel
connected to INC and BSP respectively. As per
the weighted average mean, respondents feel
more connected to BJP followed by SP, INC
and BSP respectively.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
BJP SP INC BSP
28%
3% 4% 6%
45%
35%
20% 13%
13%
39%
39%
31%
6%
16%
26%
28%
8% 7% 11%
22%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
28% of the respondents strongly agree
and 48% agree that BJP provides quality
information followed by SP. The weighted
average of SP falls between ‘Neutral’ and
‘Agree’, thus, it can be concluded that SP
also provides moderately quality
information whereas INC and BSP
comparatively do not provide quality
information.
CONNECTEDNESS
QUALITY INFORMATION

15. 17 %
1 % 0 % 0
47 %
16 %
4 % 5 %
24 %
36 %
49 %
34 %
8 %
36 % 36 %
31%
4 %
12 % 12 %
31%
0
10
20
30
40
50
60
BJP SP INC BSP
Strong Agree Agree Neutral Disagree Strongly Disagree
BJP % SP % INC % BSP %
Strong Agree 18 17 1 1 0 0 0 0
Agree 50 47 17 16 4 4 5 5
Neutral 26 24 38 36 52 49 36 34
Disagree 9 8 38 36 38 36 33 31
Strongly Disagree 4 4 13 12 13 12 33 31
Total 107 100 107 100 107 100 107 100
Weighted
Average 3.64 2.58 2.44 2.12
Cumulative
Weighted
Average 2.70 N=107
17% of the respondents
strongly agreed and 50% of
the respondents agreed
that the content displayed
by BJP is authentic and
reliable.BJP has the highest
weighted average of 3.64,
thus it can be concluded
that BJP shows the most
reliable and authentic
content as per the voter’s
perspective followed by
SP,INC and BSP. Mean of
INC and BSP is 2.44 and
2.12 which inclined towards
‘Disagree’, therefore, on an
average; voters consider
that the content displayed
by INC and BSP is not
reliable and authentic.
CONTENT RELIABILITY

16. 0%
20%
40%
60%
80%
100%
BJP SP INC BSP
60%
7% 5% 8%
25%
49%
25% 11%
8%
27%
40%
29%
3%
10%
21%
17%
4% 7% 9%
35%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
BJP % SP % INC % BSP %
Strongly Agree 64 59.81% 7 6.54% 5 4.67% 9 8.41%
Agree 27 25.23% 52 48.60% 27 25.23% 12 11.21%
Neutral 9 8.41% 29 27.10% 43 40.19% 31 28.97%
Disagree 3 2.80% 11 10.28% 22 20.56% 18 16.82%
Strongly
Disagree 4 3.74% 8 7.48% 10 9.35% 37 34.58%
Total 107 100% 107 100% 107 100% 107 100%
Weighted
Average Mean
4.35 3.36 2.95 2.42
Cumulative
Weighted
Average Mean
3.27
N= 107
60% of the respondents and
49% of the respondents
strongly agreed that BJP and
SP, respectively, have gained
more popularity due to digital
marketing. On an average,
respondents have neutral
thoughts for INC and disagree
for BSP.
POPULARITY

17. 0%
20%
40%
60%
80%
100%
BJP SP INC BSP
31%
2% 1% 4%
41%
24%
15% 9%
18%
36%
37%
33%
4%
32%
33%
29%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
BJP % SP % INC % BSP %
Strongly Agree 33 30.84% 2 1.87% 1 0.93% 4 3.74%
Agree 44 41.12% 26 24.30% 16 14.95% 10 9.35%
Neutral 19 17.76% 38 35.51% 40 37.38% 35 32.71%
Disagree 4 3.74% 34 31.78% 35 32.71% 31 28.97%
Strongly
Disagree 7 6.54% 7 6.54% 15 14.02% 27 25.23%
Total 107 100% 107 100% 107 100% 107 100%
Weighted
Average Mean
3.86 2.83 2.56 2.37
Cumulative
Weighted
Average Mean
2.91
N= 107
33 % strongly agree and
44% agree that BJP is
responsive on social
media. For SP, INC and
BSP, the weighted
average mean tends to
be neutral
RESPONSIVENESS

18. BJP SP INC BSP
100, 39%
61, 23%
65, 25%
33, 13%
Political Symbols( Recognition)
BJP
SP
INC
BSP
83 %
71 %
64 %
33 %
17 %
29 %
36 %
67 %
0 10 20 30 40 50 60 70 80 90 100
Ab ki baar Yogi Sarkaar,Ab UP bhi badlega
Kaam bolta hai, Phirse Akhilesh
UP ko ye saath pasand hai,27 saal UP Behal
Behenji ko aane do
No
Yes
SLOGAN

19. 0
10
20
30
40
50
60
70
80
90
100
First Choice Second Choice Third Choice
96
10
13
25
35
4
37
30
4 6 7
0
16 13
BJP
SP
INC
SP
AAP
0.00
0.50
1.00
BJP SP INC BSP
86.92%
60.75%
39.25%
25.23%
13.08%
39.25%
60.75%
74.77%
Yes
No
BRAND RECALL
AWARENESS ABOUT LEADERS

20. 86.92%
56.07%
25.23%
16.82%
12.15%
42.99%
73.83%
83.18%
0 0.2 0.4 0.6 0.8 1
BJP
SP
INC
BSP
No
Yes
CLARITY ABOUT PARTY’S IDEOLOGIES

21. 77.57%
55.14%
17.76%
79.44%
42.06%
20.56%
23.36%
14.02%
11.21%
31.78%
1.87%
21.50%
68.22%
9.35%
26.17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Policies of the parties
Charisma/ charm of the leader
Castes and Religions favoured
Past performance of the party
Association with the candidate
No Somewhat Yes
FACTORS AFFECTIN VOTING DECISION

22. 0
50
100
150
200
250
0 50 100 150 200 250
BrandStrength(Differtiation+Relevance)
Brand Stature(Esteem+Knowledge)
BAV POWER GRID
Curiosity:
niche or unrealized
potential
Leadership:High Volume,More Margin
Mass Market: High Volume,
Competitive Margin
Fatigue:
Commodity or
Eroded
High Volume,Low Margin
New/Unfocused
or Unknown
INC
SP
BJP
BSP

23. To conclude, BJP turns out to be the political market leader in digital
marketing in Agra (Uttar Pradesh). It has qualified all the four elements,
namely differentiation, relevance, knowledge and esteem. The challenge
before BJP is to maintain the top position. The task before SP is to be
more competitive by providing differentiated offerings, spreading more
awareness and by being more visible.INC stands alone on its esteem
gained in the past years and has a little brand strength. It needs to be
more focused in digital marketing arena. More visibility and the right
message through the right channel would help INC to be more focused.
BSP is new in the political arena, thus, it is less known and unfocused.
Soon, BSP should be aligning with the digital trend to gain brand
strength and improve brand stature.

24. SUGGESTIONS
Ensure more visibility-ensure that the political brand is more visible than they are and that the people are
convinced that the brand is credible and will deliver on needs of the voters. Visibility is an important factor
as you not only need to reach out to the undecided voters, but your media presence also energizes your
own supporters. In the next election, intensive use of interactive advertising, online media, social
networking and video will be determining components.
To build brand esteem, simplify your message and ensure that it is aligned to your actions and the events
you are associated with. A simple message gives your brand advocates and supporters the verbal tools to
win new voters for you, as they will be able to deliver the message widely and create a perception of
popularity that is hard to beat. In order to be truly relevant to the majority you have to bring their needs to
the front and centre of your campaign, and align your initiatives accordingly.
The most critical factor for aspiring brands is to have a highly differentiated product, and this stems from a
‘reason-for-being’ or in our case, the ultimate purpose of the politician. A well crafted campaign message
strategy that emphasizes his or her strengths in a manner that is unique and not easily replicable by the
competitor is the key. A good campaign strategy is easily translated into a great slogan.

25. • Bibliography
• Otin, J. (2016, June 21). Applying the Brand Asset Valuator model to
strengthen political campaigns. Retrieved from LinkedIn:
https://www.linkedin.com/pulse/applying-brand-asset-valuator-model-
strengthen-political-joe-otin
• Shukl, N. P. (2016). Penetration of Digital Media in Indian Democracy. XVII
Annual International Seminar Proceedings.
• Sood, V. (2017, February). THE IMPACT OF DIGITAL MARKETING IN UTTAR
PRADESH ELECTIONS 2017 RESULTS. Retrieved from Swiftpropel:
http://swiftpropel.com/digital-marketing-in-uttar-pradesh-elections-2017-
results/