Branding and Image Management in Politics: A Rhetorical Analysis of Obi-Dient Movement in Nigeria

Abstract

This study examined branding and image management in politics with a rhetorical appraisal of the Obidient movement during Nigeria’s 2023 presidential election. The study focused on how branding, image management, rhetorical devices, and supporter generated artefacts shaped the political image of Peter Obi and sustained the movement. A survey research design was adopted with a population of Uyo residents, and a sample of 379 respondents was determined using Taro Yamane’s formula. Data were collected with a structured questionnaire and analysed using descriptive and inferential statistics. The findings showed that 74% of respondents believed branding increased visibility, 73% agreed it differentiated Obi from other candidates, and 71% reported it mobilised youths. On image management, 82% highlighted social media promotion as most effective, while 76% pointed to integrity based narratives. For rhetorical devices, 82% recognised slogans as powerful, 77% noted emotional appeals, and 76% highlighted memes. Supporter-generated artefacts were also significant, with 80% of respondents acknowledging their role in sustaining visibility and 79% noting the impact of hashtags in boosting recognition. The study concluded that branding and grassroots driven communication were central to the success of the Obidient movement. It recommends that political actors adopt participatory strategies that integrate grassroots innovations with formal campaign approaches.