The Political Branding of AKD

In the recent Sri Lankan elections, Anura Kumara Dissanayake (AKD) presented a more practical and balanced economic platform compared to his historically left-leaning stance. This shift adds nuance to how we view his political branding. By applying brand theories, we can better understand how AKD's identity as a leader has evolved, particularly with his more centrist approach to economics.

1. Brand Identity Prism

Jean-No?l Kapferer’s Brand Identity Prism provides a lens to analyze AKD's current political brand:

2. Brand Positioning

Kevin Keller’s Brand Positioning Theory helps illustrate AKD's evolving stance:

3. Brand Equity

David Aaker’s Brand Equity Model provides insight into how AKD’s political brand value is perceived in the wake of his economic shift:

4. Brand Archetypes

With his recent shift in strategy, AKD’s archetype could now be seen as a blend of the Rebel and the Everyman, aiming to appeal to broader segments of society:

Conclusion

AKD's brand is evolving from a purely revolutionary figure to one that balances economic pragmatism with social justice, in other words fulfilling ?a substantial market gap with segment specific communications. By tempering his left-wing stance with more modern and centrist economic policies, AKD appeals to a broader electorate, positioning himself as a leader who offers practical solutions while maintaining his integrity. This balanced approach allows AKD to build a more inclusive brand that resonates with both reformists and pragmatists.

References

• Kapferer, J.N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term.
• Keller, K. L. (2009). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
• Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name.
• Jung, C. (1954). The Archetypes and The Collective Unconscious.