The BBC World Service sought the expertise of Dr. Kobby Mensah, a Political Marketing Strategist and a lecturer at the University of Ghana Business School on the 22 January, 2018 to speak about issues pertaining to the current political situation in Zimbabwe.
It is reported that over the weekend, the chairman of ruling party ZANU-PF which has been in power since 1980 admonished party faithfuls to start wearing party paraphernalia adorned with the images of their new leader, President Emerson Mnangagwa.
Speaking on the subject, Dr. Mensah indicated that the practice of branding party regalia and paraphernalia with the images of flagbearers has been a norm in Africa since the 1950’s. Dr Mensah backed his observation citing the example of Ghana’s first Prime minister, Osagyefo Dr. Kwame Nkrumah.
According to him there are three strategies a party would consider during political campaigning which is, to be branded with the characteristics of the choice candidate, the ideological position of the party or its emblem.
He stated however that candidate-centred political branding is predominant in Africa because leaders represent something symbolic, referring again to Dr. Nkrumah who was perceived as a symbol of freedom and a new phase of African politics.