Political Brand Revitalisation and rebranding
View(s):A brand’s vitality, image, and market relevance are all intended to be increased through the strategic process of brand revitalisation. The People’s Liberation Front, also known as Janatha Vimukthi Peramuna, was a well-known political organisation that waged numerous wars during the previous 40 years to seize control of power. Despite having excellent intentions, the party was not accepted by the Sri Lankan people because of several of its adopted policies that were not accepted by society. Under the same initiatives that brought the brand back to life in 2019, National People’s Power (Jaathika Jana Bala Wegaya) was the new name for it.
They campaigned for president in 2019 using their redesigned and revitalised brand. It is an amazing accomplishment to have gone from a 3% share in the 2019 presidential election to a 42% stake in just five years.
The NPP is a vibrant political movement made up of 21 different organisations, including trade unions, women’s groups, political parties, and civil society organisations. NPP was founded in 2019 with the common goal of promoting a more progressive Sri Lanka. Developing an uncorrupted, service-oriented, accountable, and transparent political culture is one of thier main goals. Other goals include advancing economic democracy for more equitable income distribution, fortifying social protections, and advocating for an inclusive, democratic Sri Lankan identity. Thier organisational structure, which includes District Executive Councils and the Steering Committee, gives voices at every level of authority, enabling NPP to be a force for good in the country. Come along as we help to create a better future for Sri Lanka.
Two main factors contributed to
achieving a jump from 3% to 42%.
n External Factors – The NPP was able to garner support from voters as a result of the changes that occurred in the macroeconomic and macropolitical contexts. They were prepared to seize the chance, therefore this was feasible for them. Once more, one of their primary objectives explained why they were prepared to seize the chance when it presented itself. According to their late creator Rohana Wijeweera, if we rise early in the morning, it’s not because the sun will rise later; rather, it’s because the earlier we rise, the more prepared we will be for the chance that presents itself.
n Internal Factors – Given that the new logo was created recently, it is clear that the rebranding initiative assisted the party in connecting with younger consumers as well as other voters. This shift was positively complemented by the colour shift that occurred from red to hot pink.
There are numerous reasons why a brand might become more popular. These must also have been taken into account by NPP. There might have been research results included in this planning process that are not publicly accessible online.
Three Kinds of Revitalisation
A company’s or brand’s internal rebranding may be necessary for revitalisation. Colours and logos are not the only factors at play. It will also involve expanding the brand with new ideologies. In the instance of NPP, the brand gained life with the inclusion of Dr. Amarasuriya to the team. It was more about taking the brand to new heights than staying at its current level. Instead of being an extreme left-leaning party, they began to adopt a more centre-left stance in order to adhere to certain essentials of socialism while also accommodating some aspects of contemporary capitalism. Among the many internal adjustments made to revitalise the brand was this one.
Revitalisation can involve updating the brand’s products and product attributes with better, demanded features. – One of the main additions to the brand was its pledge to fight against corruption. They gave it a better purpose rather than making it a battle for power. The economic collapse, the effects of Covid, and its associated problems—such as the gasoline, gas, electricity, power, and dollar crises—all served to reinforce this. If there hadn’t been outside factors like ARAGALAYA, which wasn’t initially a part of the brand but eventually became, it would have taken a lot more time and work to get the brand to where it is now. In order to increase the brand’s relevance to consumers, the NPP team was able to take ownership of Aragalaya under their own name.
Revitalization can require repackaging for a more contemporary brand image to appeal to new generations of consumers. – in addition to the reasons given above, the name change and the colour change etc contributed well in a positive manner for the brand to get repositioned in the minds of the voters. Whilst remaining true to its original brand purpose, the brand was able to amplify a better-bigger proposition for people to consider voting NPP. The campaigns done around the brand helped them to further establish the brand in the minds of the voters. One of the biggest wins for the brand was its ability to be relevant to the youth. The blessings of the youth helped the brand to get its exponential growth in the presidential election 2024.
Conclusion
As a fairly never brand, NPP has performed well in the recently held election and was able to win many hearts and minds though there are concerns over not winning the 50% plus majority. However, the real win for the brand would be the parliamentary election win as it’s going to decide the performance of the brand. The Brand got the awareness and association aspects right to get through the trial stage so that people actually voted for the brand. The task at hand is to live up to the high standards set by the brand’s supporters. The president and the premier have an enormous responsibility ahead of them as the primary brand custodians.
The National Executive Committee of 73 people will surely be adding value to the brand for it to perform. Voters will evaluate the NPP’s brand value again in two months to gauge its ability to ingratiate itself with the public and win over supporters in order to gain a majority in Sri Lanka’s parliament.
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