1. Political Branding In India:
Brand BJP
GROUP 6
ADITYA MAHADEV PRAKASH
LEELA KRISHNA A
NIKHIL DARAK
RAHUL GUPTA
SUDHEENDER S
2. Problem Statement
COMPONENTS OF MR PROBLEM
Factors influencing inclination to vote for a political party Perception of the party
MARKETING RESEARCH PROBLEM
Determine factors that influence urban youth voters’
inclination to vote for a political party
Perception of Brand BJP vis-à-vis other political parties on
the above determined factors
MANAGEMENT DECISION PROBLEM
How should BJP position itself in the minds of the urban youth to secure their votes in the 2014 Lok Sabha elections?
3. Exploratory Research : BCM
Inferences
• Party leaders are very important for
BJP – Primary Associations
• BJP is strongly associated with RSS
and the Hindutva ideology
• Any association to development
and better governance is only at the
secondary level and through a
leader
Strategy of placing leaders
known for development before
the party has penetrated the
psyche of the urban youth
4. Exploratory Research: Secondary Data
Key Secondary Data Facts
35% of the total eligible voters in the upcoming elections will belong to the age group of 30 years and
below. 47% if we define youth as 35 and below.
Approximately 90,000 first time voters, in the age group of 18 to 22 will be eligible to vote in each of the
Lok Sabha constituencies
According to a representative survey conducted by India Today, more than 47% wanted Narendra Modi
as their next Prime Minister
The number of like for Narendra Modi’s page on Facebook (11.1m) is greater than that of Arvind Kejriwal
(4.6m), BJP(2.5m), INC(2m), AAP(1.6m) and Rahul Gandhi(0.3m) combined
According to a recent poll conducted by the Times Now-C Voter group, the NDA led by the BJP is
poised to capture 227 seats of the 543 seats available in the Lok Sabha.
5. Exploratory Research: Focus Groups
Selection
Factors
•Clean and
Intellectual
Leadership
•Vision of the
party
•Declaration of
PM candidate
•Inclusion,
Experience at
the national
level
Media
Channels
•Presence on
the web and
social media
platforms
•Newspaper
and Electronic
Media
important as
well
Attributes of a
leader
•Team-Player
•Proven Track
Record
•Pro-
development
Attributes of a
Voter
•Aware of
political parties
and their
agenda
•Aware of
social and
national issues
•Unbiased
towards caste,
language and
religion
6. Exploratory Research: In-Depth
Interviews
Motivators to
Vote for a Party
Good
Infrastructure
Development
Anti-
Corruption
Measures
Past
performance
Communication
Channels
Multimedia
focused
Communication
Social Media
Door-to-door
Campaign
Leader
Leader before
party
Absence of
leader has a
negative
impact
Party Ideology
Large Impact
Compensated
by growth-
focused
agenda
Populism
Negative
impact
7. Exploratory Research: Projective
Techniques
Urban youth have a negative perception towards the INC with issues such
as dynasty politics, corruption and policy paralysis dominating the
responses
BJP has a relatively better image with factors such as development,
growth and lesser corruption
INC is credited with possessing an intellectual leadership team whereas
the BJP is regarded as a party with internal conflicts
INC is personified as old, rich and deceitful in contrast to the BJP which
seems to be regarded as a middle-aged, mature but confused individual
8. Hypotheses - Exploratory Research
BJP is perceived to have a pro-Hindutva agenda by urban youth
Clear leadership is important for voters to consider a party as favourable
Past performance of contesting candidate influences voting decision
Development and growth are the prime influencers for urban youth to
vote for a political party
Decisive leadership is associated with BJP than Congress
BJP is considered less corrupt than Congress
Secularism is associated more with Congress than with BJP
BJP is considered more pro-development than Congress
11. Factor Analysis
Factor 1 : Maturity of
the party
Factor 2: Hygiene
of the party
Factor 3: Image of
the party
Factor 4: Inclusivity
of the party
Qualified leadership
team
Non Corrupt Decisive leadership Minority Inclusion
Declaration of PM
candidate
Secular Party Ideology Pro poor policies
Amicable foreign
policies
Pro development Past Government
performance
Focus on rural
development
Experience at the
national level
Rotated Component Matrixa
Component
1 2 3 4
Non-Corrupt .022 .711 -.122 -.074
Secular .078 .755 .171 .323
Minority Inclusion -.135 .449 .393 .571
Pro-poor policies .047 .099 -.170 .738
Pro-development .258 -.490 .366 .068
Decisive Leadership .041 -.157 .745 .133
Qualified Leadership Team .562 -.050 .153 .020
Party Ideology .399 .428 .456 -.009
Past Governance
Performance
.251 .067 .705 -.172
Declaration of PM candidate .746 -.085 .187 -.153
Amicable Foreign Policies .764 -.016 -.095 .252
Experience at the National
Level
.636 .143 .122 .173
Focus on Rural Development .193 -.089 .083 .664
Extraction Method: Principal Component Analysis.
Reliability Measures
KMO 0.673
Bartlett’s Test of Sphericity 0.000 (Significance)
12. BJP v/s the Ideal Party
Findings
• BJP does well on 2 of the four factors and has a favourable image as well
• The Hygiene factors are an area of concern particularly the Non-Corrupt and Secular
variables for BJP
Factor I Factor II Factor III Factor IV
Qualified
Leadership Team
Declaration of PM
Candidate
Amicable
Foreign
Policies
Experience at
National Level Non-Corrupt Secular Pro-Development
Decisive
Leadership
Party
Ideology
Past Governance
Performance
Minority
Inclusion
Pro-poor
policies
BJP 4.03 4.11 3.79 4.05 2.71 2.87 4.29 4.34 3.53 3.82 3.32 3.61
3.99 3.29 3.89 3.46
Ideal 4.61 3.48 3.93 3.93 4.63 4.20 4.67 4.67 3.68 3.98 3.39 3.63
3.98 4.50 4.11 3.51
13. BJP v/s AAP
Factor I Factor II Factor III Factor IV
Qualified
Leadership Team
Declaration of
PM Candidate
Amicable Foreign
Policies
Experience at
National Level Non-Corrupt Secular Pro-Development
Decisive
Leadership Party Ideology
Past Governance
Performance
Minority
Inclusion Pro-poor policies
BJP 4.03 4.11 3.79 4.05 2.71 2.87 4.29 4.34 3.53 3.82 3.32 3.61
3.99 3.29 3.89 3.46
AAP 3.53 3.29 3.13 2.08 3.82 3.79 3.53 3.18 3.82 2.45 3.68 3.92
3.01 3.71 3.15 3.80
Findings
• BJP received favourable ratings for Political Maturity and Party Image
• The AAP received favourable ratings for Hygiene and Inclusivity
14. BJP v/s Congress
Findings
• BJP loses out on the Inclusivity factor when compared to the INC
• Low ratings of the INC of variables under the Image factor (Factor 3) can be attributed to
the recent scams and policy paralysis
Factor I Factor II Factor III Factor IV
Qualified Leadership
Team
Declaration of
PM Candidate
Amicable
Foreign
Policies
Experience
at National
Level
Non-
Corrupt Secular Pro-Development
Decisive
Leadership
Party
Ideology
Past Governance
Performance
Minority
Inclusion
Pro-poor
policies
BJP 3.86 4.00 3.80 3.91 2.52 2.61 4.23 4.25 3.23 3.82 3.16 3.50
3.89 3.12 3.77 3.33
Congress 2.57 2.25 3.05 3.57 1.52 2.57 2.57 2.02 2.43 2.27 3.34 3.52
2.86 2.22 2.24 3.43
15. Discriminant Analysis
Objective : To verify difference in perception towards different criteria across
suitability to form the next government
BJP :
Decisive Leadership is the most important predictor variable
82.9 % of the cases have been correctly classified
Inference : Decisive Leadership is the most important predictor variable
explaining voter’s inclination to vote for BJP while its communal is the reason
voters don’t want BJP to come to power
Model is significant
16. Inferences
Congress
Decisive Leadership and Declaration of PM candidate are the most important
predictor variables
90.9% of the cases are correctly classified
People who believed Congress to be a prospective ruling party credited its
decisive leadership and declaration of PM Candidate while people who
dismissed Congress for being corrupt and anti-development
AAP
Discriminant model is not significant (sig. = 0.505)
Overall the model has not been able to discriminate beyond reasonable
significance supporters of AAP from non-supporters which is reflected in the low
percentage of cross validation (47.4%)
17. Positioning of Leaders
Goodness of Fit
R-Square 0.906
Stress 0.12
Findings
• Arvind Kejriwal ranks high on both
dimensions
• Narendra Modi is perceived to be the
most worthy PM candidate
• Rahul Gandhi perceived entirely
different from the set of leaders
evaluated
18. Hypothesis Testing
Hypothesis Result Inference
Congress is synonymous with dynasty politics H0 is rejected Respondents associate Congress with dynasty politics
BJP has a strong divisive Hindutva agenda H0 is rejected BJP is perceived as a right wing party
BJP is now synonymous with Narendra Modi H0 is rejected Narendra Modi has emerged as the face of BJP
Congress is truly a secular party H0 is not rejected Urban youth does not believe Congress is truly a secular
party
BJP is a dangerous communal outfit H0 is not rejected Urban youth does not hold extreme views against BJP
Congress is Gandhi’s family party H0 is rejected Reiterates the dominance of dynasty politics in Congress
Congress resorts to vote bank politics H0 is rejected Urban youth recognises Congress’s divisive tactics
Prefer to vote for a local candidate rather
than national leader from another region both
competing for the same seat
H0 is rejected People prefer to vote for a candidate from their own
region
19. Brand Attributes of National Leaders
Narendra Modi
• Visionary
• Modern
• Dictatorial
• Earthy
Rahul Gandhi
• Confused
• Unapproachable
Arvind Kejriwal
• Earthy
• Dictatorial
• Secular
• Modern
• Rating is taken on a 7 point semantic differential scale
• Mean value analysis is done to assign attribute which is closest to the leader
20. Research Inferences
Factor Analysis
• Variables can
be grouped into
4 factors
• BJP scores low
on non-
corruption and
secularism
Discriminant
Analysis
• BJP is perceived
as a strong
divisive Hindutva
political party
• Perceived as
non-secular
Multi Dimensional
Scaling
• Narendra Modi
low on public
engagement as
compared to
Arvind Kejriwal
Parametric Test
• BJP is associated
with internal
party conflicts
21. Recommendations
Focus on voters from other religions and not just Hinduism
Build a non corrupt image by expelling corrupt leaders and engage with
people on the issue of corruption
BJP’s prime ministerial candidate should increasingly focus on building
public engagement
Announce pro-poor policies in its manifesto and aim for inclusion of lower
sections of society
Avoid conflicts in the party going public and members should stay united
for the common goal
Narendra Modi should distance himself from his dictatorial image
