Democracy and Elections as Political Brands in an Emerging African Economy: A Micro, Meso, and Macro-Social Marketing Perspective

This chapter examines the significance of democracy in the context of an emerging African economy by conceptualizing elections as electoral brands and democracy as a marketable product. Using a qualitative ethnographic study in Ghana, we examine how voters engage with political parties, candidates, and policy preferences. Drawing on macro-social marketing, branding theory, social capital theory, and institutional theory, the study interprets political marketing across micro, meso, and macro levels. Our findings reveal that political marketing in transitioning economies is complex, often shaped by informal networks and evolving institutions. We propose a three-stage model of macro-social marketing that begins at the micro level, progresses through the meso level, and culminates at the macro level. This framework contributes to a more holistic understanding of how democratic values are marketed and consumed in emerging democracies.