Brand Image is not something related to just products or services. It has a huge impact on the future prospects of political parties and as such politicians too. If the branding strategy as such goes wrong, the parties do suffer in terms of less votes and loss in elections.
If you compare BJP and congress, one thing which is favor of congress is its image of that of a secular party and a party of masses. It cemented its image as a party of masses through its Aam Aadmi Campaign. BJP on the other hand is known as a party of Hindu's and mainly a party of the urbans and the middle class.
Its strict stance on hinduism and the 1993 Babri Masjid Case and 2002 Gujarat Riots and the 2008 riots case against christians has cemented its position as a party which is anti-muslim and anti- christian. Muslims and christians shy away from voting for the party and are more inclined towards Congress.
Secondly, BJP'S blatant internal fighting and inability to project a strong leader for 2014 Lok Sabah elections has shown it as a party which is confused and leaderless. People have very less faith on the party and on its leaders.
As such, these factors have created a negative image in the minds of people because of its it chances look bleak in the coming 2014 elections. So, negative brand image has its affects on political parties.
Other example is 2008 US elections. Obama won not only because of his strong campaign, but because the Republicans image declined cause of the recession and failure in Afghanistan. People saw a better alternative and his charisma helped him to votes then.
So, politicians should understand the image which they project in the minds of people will help them win votes in the long run. Public never inquires about the ground reality of any part, what they see in the media they react according to that only.
