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Abstract
This study examines the role of political branding and marketing in shaping voter decision-making within a multi-party democratic context, drawing on a qualitative case study conducted among university students in Uttar Pradesh, India. Following the announcement of unexpected state election results, a group of 112 students engaged in extensive discussions reflecting on their own voting behavior and the factors that influenced their electoral choices. The case captures voters’ perceptions regarding party names, ideological alignment, leadership image, development performance, reputation, and media-driven political communication. Anchored in the political marketing and political branding literature, the study conceptualizes political parties as brands and voters as consumers who rely on heuristic cues to simplify complex electoral decisions. The findings highlight that party branding elements—such as nomenclature, symbols, leadership charisma, perceived ideology, and historical reputation—play a decisive role, particularly among first-time and low-information voters. At the same time, performance-based factors, including development initiatives, welfare programs, and governance outcomes, interact with branding cues to influence voter preferences. The case further reveals a tension between loyalty to political parties and skepticism toward individual leaders, especially in contexts marked by party switching, corruption allegations, and criminalization of politics. Students also express growing disillusionment with traditional parties, alongside support for organizational reform, leadership renewal, and the emergence of new political alternatives. Overall, the study contributes to the understanding of political marketing in developing democracies by illustrating how branding strategies operate in a competitive, multi-party system. It offers pedagogical value for courses in political science and marketing management, while also providing insights into voter behavior, political trust, and democratic accountability in the Indian context.
Keywords. Political marketing; Political branding; Voter decision-making; Multi-party democracy; Indian elections.
JEL. D72; D83; M31; P48; Z18.
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