Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters

Abstract

India demographic pattern is changing so fast with the growth of youth segment. it is true that today youth generation of Indian are not interested in politics or in casting the votes. There may be a possible reason the political parties are not able to understand the requirements of the Indian youth segment. This research article is a sincere attempt to study the political brand perception and political brand selection behaviour of Indian youth with the empirical data. RIDIT approach is being used to analyse the empirical data. The results of this present study have depicted a deep insights of Indian political branding aspect from the voice of the Indian youth voters'.