UGBS Seminar Series: Presentation by Dr Kobby Mensah

You are respectfully invited to attend a UGBS Seminar Series presentation at the UGBS Graduate Campus. The UGBS Seminar series provides a platform for lecturers, researchers, policy makers, students and visiting professors to present and debate research findings and policies with a special focus on Africa and beyond.


DATE:             Friday, 24th April 2015


TIME:              09:30 – 11:00 GMT


TOPIC:           Political Brand Association: The Tale of Two Political Party Brands in Twenty Years


SPEAKER:     Dr Kobby Mensah; Department of Marketing & Entrepreneurship


VENUE:          ICT Lounge, UGBS Graduate Campus, opposite Goil Filling Station



In the last 20 years since Ghana was returned to democracy, academics, political commentators, party activists, and indeed the electorates, have held the view that the two dominant parties, National Democratic Congress (NDC) and New Patriotic Party (NPP), appeal to two sections of the society, broadly speaking. The NPP of the right is known to be predominantly upper class, and the left of centre NDC party is predominantly lower class. It is also assumed that voters are predominantly entrenched in their electoral choices, with majority of them being partisan and tribal. For twenty years of multi-party democracy these perceptions on party-voter class associations have held same amongst academics, practitioners, experts in media and politics, despite changes in both parties’ leadership and management styles. These assumptions are disputed in this study, given the data available and demonstrates that going forward the Ghanaian political landscape is heading towards the centre, where votes are up for grabs to any party that positions itself well. Hence, rational choice, as opposed to ideology and tribe defines the Ghanaian electorates. Furthermore, the study investigated whether changes in party leadership results in changes in party behaviour and voter choice in Ghana and the study findings suggest that changes in party leadership over the past 20 years have influenced voter perceptions on party brands and party choice over the years. The study also attempts to offer insights into who the likely voters are for the two dominant parties in Ghana, the National Democratic Congress (NDC) and the New Patriotic Party (NPP), how their voting patterns have evolved, and the causes of this evolution. In order words, the study tries to identify the age, gender, and class distribution of voters for the two parties.

Thank you and we look forward to seeing you.

Kwasi Dartey-Baah

UGBS Seminar Series ……….Extending the frontiers of knowledge

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