
The Role of Branding In President Buhari’s Re-election
It is now a stale news that President Buhari has been re-elected at the President of the Federal Republic of Nigeria for the second term. The ebullient man from Daura is to sail the ship of Nigeria for the next four years. According to the results released by INEC, President Buhari defeated his closest rival, Atiku by roughly 4 million votes.
Branding undoubtedly played a major role in the President’s landslide victory. His Public Relations and Branding team did a marvellous job of selling his brand to the Nigerian populace despite the high level of poverty the country has witnessed over the last four years.
A brand is an overall experience of a customer that distinguishes an organization, a product or even a person from its rivals in the eyes of the customer. Brand identifiers include name, symbol, logo, etc. President Buhari’s selling points are his personal integrity, and, lately, concern with the grassroots. The Tradermoni scheme illustrates this economic empowerment of the grassroots.

These features made him to be a sellable brand to the masses, and endear him to the masses.
A useful lesson in Buhari’s election is that, as individuals, we must distinguish ourselves, and strive for unique selling points.