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lesson on branding : the rise and fall of “Brand Binay”

September 25, 2014 Leave a comment

this picture shared on twitter caught my attention – mayor junjun binay has a big letter “B” on  his barong. this is very close to a literal branding but what caught my attention was how the binay family has been brandishing and actually capitalizing on the “Binay brand” or their family name in politics.

the binays, from jejomar (vice president now), his wife elenita, children junjun, nancy and abigail are all on politics. jejomar was mayor of makati, elenita his wife took over as mayor and his son junjun is now mayor of makati. abigail is  a congresswoman of makati and nancy is now a senator.

nancy in particular used “brand binay” in her campaign for the senate. she was in fact using that term precisely “brand binay” during interviews during that time. this TV ad of nancy expressly states that “mundo ng pagilingkod na namana sa kanyang ama na si jojo binay”.

read here:  https://2010presidentiables.wordpress.com/2013/01/17/senatoriable-nancy-binays-tv-ad-empty-promises-glorified/

the big letter “B” on the shirt of mayor junjun binay looks like a continuation of this strategy of capitalizing on the “Binay brand”.

branding in marketing terms can be a very powerful thing. the brand is one of the most precious and tightly guarded property by companies. we know the power of brands – Coca Cola, BMW and Apple to name a few. these are brands that command and dispense to consumers a lot of goodwill. like for Apple, in the last few decades, anything that Apple launches into the market are automatically seen as high quality, leading and highly desirable.

it can be argued that nancy binay may have won the senatorial race on that basis. she was an unknown in politics before her senatorial run and didn’t even hold any meaningful public office before that but she won it just the same. nancy before her senatorial run not having a local (makati) and specially a national presence in politics.

the letter “B” in mayor junjun binay’s shirt can very well stand for “Binay”. it can also stand for “building”. we asked over at twitter what other words can the letter “B” stand for and these were the replies:

“brand binay” may have meant as “public service” or even as “ganito kami sa makati” (another tv ad) but that brand may have taken different meanings now.

 

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