University of Ghana http://ugspace.ug.edu.gh UNIVERSITY OF GHANA POLITICAL BRAND ARCHITECTURE MANAGEMENT: A RESOURCE ALLOCATION PERSPECTIVE IN GHANA BY FORTUNE EDEM AMENUVOR (10442547) THIS THESIS IS SUBMITTED TO THE UNIVERSITY OF GHANA, LEGON IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MPHIL MARKETING DEGREE JUNE, 2015 University of Ghana http://ugspace.ug.edu.gh DECLARATION I do hereby declare that this work is the result of my own research and has not been presented by anyone for any academic award in this or any other University. All references used in the work have been duly acknowledged. I bear sole responsibility for any shortcomings. …………………………..…… ................................................... FORTUNE EDEM AMENUVOR DATE (10442547) i University of Ghana http://ugspace.ug.edu.gh CERTIFICATION We hereby certify that this thesis was supervised in accordance with procedures laid down by the University. ……………………………….. .......................................... DR. KOBBY MENSAH DATE (PRINCIPAL SUPERVISOR) ……………………………….. .............................................. DR. E.Y. TWENEBOAH-KODUAH DATE (CO-SUPERVISOR) ii University of Ghana http://ugspace.ug.edu.gh DEDICATION To The Glory of God And To My Loving Parents: Rev. Victor Kofi Amenuvor (Late), Mrs. Comfort Amenuvor And Exciting Siblings: Michael, Joyce, Felix and Peace And All My Wonderful Friends iii University of Ghana http://ugspace.ug.edu.gh ACKNOWLEDGEMENT With profound appreciation and gratitude I would like to acknowledge; The Lord God Almighty, for His abiding love and awe-inspiring grace; with Him all things are possible. Dr. Kobby Mensah, my supervisor and mentor for his strategic guidance, diverse supports and timely encouragement throughout the study period; and for all the opportunities I have enjoyed through him, God bless you. Dr. E.Y Tweneboah-Koduah, the co-supervisor of my thesis, for his instructive advice and encouragement that has helped to shape my thesis, God bless you. All the lecturers in the Department of Marketing and Customer management, especially Dr. Bedman Narteh who, through the seminars and personal interactions, has contributed to the completion of this thesis, thank you. All students and members of the department, especially Karpos Kofi Aning Junior, Atsu Nkukpornu, Deborah Narh, Desire Aseda Mensah, Salomey Adofoley and Linus Kotah who have contributed to the successful completion of my thesis, God bless you. A special thanks to Alex Anlesinyah for his strategic contribution in taking me through the moderation and mediation analysis, God reward you greatly. Rev. Victor Kofi Amenuvor (Late) and Mrs. Comfort Amenuvor, my beloved parents, for their priceless support, love and encouragement. My siblings: Michael, Joyce, Felix and Peace for the exciting life we share, God richly bless you. Very Rev. Professor S.K. Agyepong, Very Rev. Professor J.N. Kudajie, Dr. Divine Mawuli Akwensivie and Mr. Kwasi Owusu-Antwi (all of Methodist University College, Ghana) for their invaluable fatherly, spiritual and intellectual impact on my life, God richly bless you all. iv University of Ghana http://ugspace.ug.edu.gh TABLE OF CONTENTS DECLARATION ................................................................................................................. i CERTIFICATION .............................................................................................................. ii DEDICATION .................................................................................................................. iii ACKNOWLEDGEMENT ................................................................................................. iv TABLE OF CONTENTS ................................................................................................... v LIST OF TABLES .............................................................................................................. x LIST OF FIGURES ........................................................................................................... xi ABSTRACT ..................................................................................................................... xii CHAPTER ONE ................................................................................................................. 1 INTRODUCTION .............................................................................................................. 1 1.1 Background ............................................................................................................... 1 1.2 Research Problem ..................................................................................................... 6 1.3 Research Gap ............................................................................................................ 7 1.4 Research Aim ............................................................................................................ 8 1.5 Research Objectives .................................................................................................. 8 1.6 Research Questions ................................................................................................... 8 1.7 Significance of the Study .......................................................................................... 9 1.8 Scope and Limitations of the Study .......................................................................... 9 1.8.1 Scope of the study .............................................................................................. 9 CHAPTER TWO .............................................................................................................. 12 LITERATURE REVIEW ................................................................................................. 12 2.0 Introduction ............................................................................................................. 12 2.1 Developments in Political Marketing ..................................................................... 12 2.2 Defining Political Marketing .................................................................................. 13 2.3 Criticisms and Limitations of Political Marketing. ................................................. 15 v University of Ghana http://ugspace.ug.edu.gh 2.4 Branding .................................................................................................................. 16 2.4.1 Rationale behind branding ................................................................................ 17 2.5 The Political Brand – Forms and Strategies ............................................................ 18 2.5.1 The Party brand - form and strategy ................................................................. 18 2.5.2 The Candidate brand - form and strategy ......................................................... 20 2.5.3 The Policy brand - form and strategy ............................................................... 22 2.6 The Brand Architecture (BA) Theory ..................................................................... 24 2.7 Theoretical Foundation ........................................................................................... 28 2.8 Conceptual Framework and Hypothesis Development ........................................... 29 2.9 Political Brand Architecture .................................................................................... 31 2.9.1 The Branded House (BH) approach ................................................................. 33 2.9.2 The House of Brands (HB) approach ............................................................... 34 2.9.3 Political Resource Allocation ........................................................................... 37 2.9.4 The impact of social, economic, cultural, and technological factors on political party performance ...................................................................................................... 41 CHAPTER THREE .......................................................................................................... 43 CONTEXT OF THE STUDY .......................................................................................... 43 3.0 Introduction ............................................................................................................. 43 3.1 Brief History of Ghana ............................................................................................ 43 3.2 Economic Performance ........................................................................................... 44 3.3 The Political System in Ghana ................................................................................ 46 3.4 The Party System in Ghana ..................................................................................... 47 3.5 Electoral Volatility .................................................................................................. 49 3.6 The Media System .................................................................................................. 50 3.7 The Role of the Media in Promoting Good Politics/Democracy ............................ 52 3.8 Historical Development of Political Parties ............................................................ 52 3.9 Presidential Elections .............................................................................................. 55 vi University of Ghana http://ugspace.ug.edu.gh 3.10 The General Elections in 2012 .............................................................................