Brand Extension 2

This is my second note on 'brand extensions'. Brand extensions in politics are two ways. The first being extending one’s own brand from one field to politics- example of Chiranjeevi extending his brand from movies to politics and the second being expanding/extending a personal brand to their offspring/siblings.

The recent victory of Akhilesh Yadav's campaign in U.P and his new position as the new C.M of U.P is a brand extension of the later. Personal brand extensions should be dealt carefully. The negativity associated with the parent brand will be carried forward with the new extension. Akhilesh Yadav's has handled it like a 'pro'. He maintained his reverence to the party and party head by acknowledging his dad's knowledge and acumen in U.P politics while brining about the change required in recent times. He has not only talked about wiping off 'goonda' image of the party, but acted on it and refused seats for many of the aspirants with criminal records.

Another brand extension that is talked most in last few days and compared to Akhilesh Yadav is Y S Jagan. YSJ has formed his own party after his futile attempt to become the CM of Andhra Pradesh post his father's death. He has been touring the state of Andhra Pradesh consoling (Odarpu) people that died of news of his father's death when he and his mom are working hard to bring their party to power. Brand extensions work on 'continuity with change'..continuity of some good principles and 'change' towards modern times. Let's see how this is working in YSJ's case.

YSR has earnt acceptability in Congress party and political circles due to his presence in the political system for over 30 years and his struggle in various posts before he became the CM. On the other hand, YSJ has never taken to the politics or it's affairs until his dad became the CM. He has contested only in 2009. He clearly lacks the experience and struggle that his father garnered to become the CM. There is no extension of such good will here. However, he can credit himself with founding a party

YSR has projected himself to be a man of words and commitment. He has paved way for all his followers and friends even if he had to bend the rules or break them. YSJ is trying to project such image through his Odarpu yatra. He is trying to cash on the image that his father built on this point. People may trust him on this point.

YSR had a personal charisma by the way he dressed like a true Telugu person in dhoti and ‘kanduva’. YSJ on the other hand is trying to imitate his father's smiles, gestures and his blessings (though not suitable for his age). The personal association that one feels with YSR from his 'looks' is not extended here. There is nothing significant in the way that he presents himself that can bring personal association with YSJ. This may not be very relevant in the big picture, but an important factor as long as he tries to project himself as an extension to his father.

YSR's electoral skills were excellent and nurtured through experience. His ability to manage party men and the way he connected to his loyalists was unmatched in the party. It looks like there is good chance that YSJ must have picked up on that.

YSR gave personal attention to his loyalists and went any extend to support them. His visit to the jail to grant pardon to a criminal was one such example. On the other hand, YSJ doesn't have the ability to connect personally with his party men and loyalists. Apparently he doesn’t maintain personal rapport with many people in the party. You don't see him praise anyone except his dad or mom. When the situation came to save his friends, he distanced himself from them. When Gali Janardhana Reddy was arrested, he refused to be associated with him. He has definitely distanced his industrialist loyalists.

YSJ is trying desperately to cash on YSR's brand of populist schemes and minority backing. There is NO clear strategy or explanation on what YSR would have done or how their party would handled such a financial crunch time. He is trying to convince people that YSR would have continued the schemes no matter what. He may be doing a good job of this.

There is a huge resentment from people towards Congress party about corruption scandals and lack of governmental support towards common man's problems. The young and fire brand image that YSJ projects is a huge winning stride for him. He is pretty much the only one in the country that criticizes Sonia Gandhi on a personal level. Timing of his dis-association with the Congress party couldn’t be better. He is riding and cashing on anti congress wave with his youth and ability to criticize congress party.

The 'newness' or ‘change’ required of the brand is not seen in organizing the party or newness of the policies and approach (compare to Akhilesh Yadav). The newness is limited to starting a party and youthfulness. I think this will be the biggest challenge for YSJ. What newness can he offer? He has gone too far with his father’s image.

Political leaders make personal mistakes when they are riding on a high. YSJ is at the peak of his popularity now in the state. The future of him and his party depends on

• How much he can convince people that he is very different than the Congress party
• His ability to manage his party infrastructure when elections roll out in the entire state or country.

Chiranjeevi's PRP had cut into fortunes of TDP in 2009 and failure of Chirajeevi's brand extension into politics damaged his original brand. YSJ's brand extension success or failure in the next 2 years will determine the fortunes of Congress, TDP and also YSRCP.

The party spirit is at all time high with YSR's statues installed everywhere in the state. Typically, after initial excitement is over, reality sinks into voters. In the long run if the statues are going to be a reminder of populist schemes or of severe corruption leading to national waste of resources determines the future of YSJ and his party. The decision by Akhilesh Yadav to retain all statues of Mayawati in U.P is a brilliant stroke of genius to remind people of national waste..brand recollection good or bad is the key.