BRAND EQUITY OF POTENTIAL PRESIDENTIAL CANDIDATES AND POLITICAL PARTIES PROMOTING DURING THE INDONESIAN PRESIDENTIAL ELECTION NOMINATION PROCESS IN 2024”
Presidential candidates proposed by political parties or coalitions of political parties in the 2024 Indonesian Presidential Election must meet a number of criteria. This study aims to find out how the brand equity of each potential presidential candidate figure in the 2024 presidential election. Furthermore, this research also wants to find out what aspects make political parties consider potential presidential candidates to be carried in the 2024 presidential election. This study uses a qualitative method with a phenomenological approach to explore, reveal, describe, and understand the research problem from the perspectives of the groups and individuals involved. The results obtained are actions of the representative of political party to considers the potential candidate based on the electability and personal character who reflects the party’s ideology and party’s branding strategy instead of the brand equity.
Brand Equity, Candidate, Political Parties, Phenomenology, Presidential Election