Political marketing expert, Dr. Joyce Manyo has argued that political parties risk losing public confidence when they fail to deliver on campaign promises after winning power.
In her new book, Political Branding in Ghana: Designing and Delivering the Political Brand Promise, Dr. Manyo contends that political branding should extend beyond election campaigns to include governance, where the fulfilment of campaign pledges ultimately shapes public perception of political parties.
The book examines how political branding has evolved in Ghana, drawing on qualitative research involving politicians and a leading political party to explore the relationship between campaign promises, governance and public trust.
According to the publication, while political parties invest heavily in branding strategies to secure electoral victory, the inability to translate campaign promises into tangible results often weakens their political brand and erodes citizens’ confidence.
Dr. Manyo argues that campaign promises must reflect the hopes and aspirations of the electorate while remaining realistic and achievable. She describes the delivery of those promises as a defining “moment of truth” that determines whether political parties strengthen or diminish their credibility in government.
The book further warns that overpromising and underdelivering can lead to a deficit in public trust, damage political brand value and discourage voter support over time.
Beyond its academic contribution, the publication proposes a framework to guide political parties in designing credible campaign promises and ensuring their implementation after elections to sustain public confidence.
Published as part of Palgrave Macmillan’s political marketing and management series, the book is expected to be officially launched on Wednesday, August 6. It also features a foreword by former President John Agyekum Kufuor.
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