POLITICAL BRANDING AT THE GRASSROOTS: A COMPARATIVE STUDY OF BRAND PERSONALITIES IN NAGDA

Abstract

In the modern political landscape, parties are increasingly perceived and evaluated by voters through branding lenses similar to those applied in consumer marketing. This study investigates the political brand personality of two major Indian political parties—Bharatiya Janata Party (BJP) and Indian National Congress (INC)—to determine whether there exists a significant difference in how voters perceive them across key personality traits at Nagda, MP. Nagda, a small industrial city in Madhya Pradesh, India, has a diverse population with varying levels of political awareness and participation. Political marketing—encompassing campaigns, advertisements, social media outreach, and grassroots efforts—plays a critical role in shaping voter behavior. Understanding its impact in a localized context like Nagda can reveal how tailored strategies affect participation in democratic processes. Using a quantitative, cross-sectional survey method, data was collected from 374 respondents, who rated both parties on five dimensions: honesty, progressiveness, competence, toughness, and uniqueness.