Dr. Samuel Kusi, U.K based Ghanaian scholar
Ghanaian political parties are increasingly leveraging prophecies and religious endorsements as a key component of their branding strategies, according to Dr. Samuel Kusi, Assistant Professor of Marketing at the University of Bradford, UK.
Dr. Kusi argues that parties like the NDC and NPP actively incorporated prophecies and aligned themselves with influential prophets during the 2024 elections to bolster their appeal and sway voter behaviour.
Dr. Kusi posits that some prophets have become closely linked to specific political parties, granting them significant brand recognition and acting as unofficial brand ambassadors.
With their large congregations, these prophets can wield considerable influence over their followers’ voting preferences when their prophecies favour a particular party.
The analyst noted that even prominent figures like then Vice President Dr. Bawumia and H.E. John Mahama sought audiences with Prophet Adom Kyei Duah, a move that exposed their brands to the prophet’s extensive following in the lead-up to the 2024 elections.
Drawing a parallel to celebrity endorsements, Dr. Kusi explained that political parties use prophets and their prophecies to broaden their reach and attract more supporters. He suggested that the NDC’s success in winning votes from the congregations of certain prophets may be a direct result of this tactic, pointing to the impact of Prophet Owusu Bempah shifting his allegiance from Dr. Bawumia to H.E. John Mahama.
According to Dr. Kusi, political parties seeking to gain or maintain power should actively embrace prophecies from reputable prophets to boost brand awareness, sway undecided voters, strengthen existing support, and expand their overall voter base. He concludes that political branding now extends beyond traditional elements like colours and logos, with prophets playing a vital role in fostering brand resonance, the highest level of voter affinity for a political party.
Referencing historical examples from the Bible, Dr. Kusi suggested that parties engaging in prophecies simply follow a long-standing tradition of leaders seeking guidance from a higher power or influential figures.
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