REVIEW Political Marketing Lessons from Brand Trump: Unleashing the Future Amplitude of Research
AshEse Journal of Business Management
Vol. 3(2), pp. 103-115, July, 2017
ISSN 2059-7835
© 2017 AshEse Visionary Limited
Hemantkumar P. Bulsara1* and Roshni A. Singh2
1 Assistant Professor and in charge – Management section, AMHD, Sardar Vallabhbhai National Institute of Technology (NIT, Surat)
Surat - 395 007 Gujarat, India
2 Assistant Professor, S. R. Luthra Institute of Management, Surat - 395 007 Gujarat, India
* Corresponding Author. E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
Received June, 2017; Accepted July, 2017.
Abstract
A bandwagon of confederation of various disciplines has been witnessed these days. One such anarchical marketing
innovation is a proliferating arena of Political marketing. Besides, one of the most topical brand that has caused insurgence
in the political market with his revolutionary political marketing strategies is the present, 45th President of the US–Donald
Trump. Despite being naive to the political sphere compared to the competitors, being straight forward and speaking out his
mind, even castigated for this approach, he emerged out victorious. Hence, the objectives of this study encompass analysis
of the political marketing strategies deployed by brand Trump; and to explore the areas of future research in the field of
political marketing by taking lessons from these strategies. The methodology adopted for the study is qualitative and
quantitative content analysis of the texts by various authors who had analyzed the political marketing strategies of brand
Trump. The key success factors of his victory found are his right selection of target market, understanding them well and
creating a right positioning. Despite he was straightforward in communication; his messages were clear and consistent. His
major focus was emphasizing on his personality aspects and existing image rather than policies; which he implemented
using more of free media rather than paid media; and focusing on creating a personal touch with the electorate. From these
findings, the main outcome of the study focuses on the identification of potential avenues of research in the sphere of
political marketing.
Key words: Politics, Marketing, Branding, Political Marketing, Political Branding, Content Analysis