As the **2025 Philippine elections** unfold, a compelling truth emerges: **branding shapes not just perception but political performance**. Just like in consumer markets, modern voters crave more than mere recognition; they seek relevance. They want to understand what a candidate’s name truly stands for.
The elections illustrated a diverse landscape—**celebrity bids**, **political dynasties**, **religious endorsements**, and **shifting alliances**—demonstrating that the electorate has matured. The **fundamentals of branding**, such as positioning, emotional resonance, credibility, and brand association, emerged as crucial elements in a political arena where attention is fleeting but expectations are mounting.
This article explores branding lessons drawn from the **2025 elections** and their implications for marketers, strategists, and future candidates. Each insight connects political outcomes to timeless branding strategies.
READ: Red, Green, and Pink Election Results
1. Continuity Branding: Reviving the Duterte Name
In marketing, **mature brands** must continually reaffirm their relevance to avoid obsolescence. The **Duterte brand**, once battered by controversies, seemed poised for decline at the start of 2025. Sara Duterte faced impeachment, former allies defected, and former President Rodrigo Duterte’s influence appeared to dwindle.
Then, a **game-changing event**: Duterte’s arrest.
Rather than diminishing the brand, it **reignited** it. This unexpected twist galvanized the base, igniting national debate and reviving interest in the strongman image that originally garnered support. In contrast to President Marcos’ technocratic narrative of “Bagong Pilipinas,” Duterte’s regional and assertive leadership regained appeal.
Survey data reflected this shift: Marcos’ approval plummeted to **25%**, while Sara Duterte’s soared to **59%**. Despite deep polarization, the Duterte brand regained emotional traction by connecting with unmet public sentiments of **strength, identity, and defiance**.
Lesson: **Brand continuity isn’t about remaining static; it’s about maintaining an emotional connection.** The Duterte brand persisted by evolving while holding onto its core promise of decisive leadership with deep regional roots.
READ: ‘Work from Hague’: Duterte Wins Mayor’s Race, But Can He Govern?
2. Celebrity Branding: The Shift Towards Substance
This election cycle signified a transformational shift in how voters evaluate **celebrity candidates**. Mere name recognition and star power proved insufficient.
Victorious candidates like **Isko Moreno**, **Vilma Santos-Recto**, and **Arjo Atayde** showcased more than fame; they came equipped with **track records**. Their electoral achievements stemmed from transitioning beyond entertainment to effective governance—gaining **credibility** rather than merely riding the wave of fame.
Conversely, several celebrity aspirants faltered. **Luis Manzano** fell short against veteran **Dodo Mandanas**, and high-profile names like **Bong Revilla**, **Willie Revillame**, and **Philip Salvador** struggled to gain traction.
The takeaway was clear: voters now demand **substance,** not just spotlight. The “halo effect” of celebrity may initially capture attention, but it dwindles rapidly without demonstrated competence or policy fluency.
Lesson: In both politics and marketing, **awareness is only the beginning; trust is the ultimate goal.** While fame opens doors, only credibility secures votes.
3. Co-Branding and Endorsements: The Double-Edged Sword
Endorsements have long served as powerful political tools, yet they have become increasingly **fragile**.
The **Iglesia ni Cristo (INC)** bloc demonstrated its strength once again, with seven of its eight senatorial endorsements making it into the **Magic 12**. Notably, **Rodante Marcoleta** gained significant traction due to their support. When aligned effectively, endorsements function as **co-branding**, transferring trust from one entity to another.
However, endorsements do not guarantee success. Several candidates aligned with the Marcos administration—such as **Stella Quimbo**, **Pammy Zamora**, and **Benny Abante**—lost despite their visibility. Their affiliations with a government facing high disapproval ratings turned into a liability.
This scenario illustrates the **co-branding risk**: when one partner suffers, the other inevitably does too.
Lesson: **Endorsements enhance credibility, but they cannot substitute it.** Voters increasingly draw distinctions between earned support and transactional alliances, demanding authenticity and mutual reinforcement in partnerships.
4. Emotional Branding: The Resurgence of the Aquino Legacy
Once perceived as waning, the **“Yellow brand”** re-emerged with a modern twist. **Bam Aquino** and **Francis “Kiko” Pangilinan**’s electoral victories signified not a nostalgia trip but values reframed for contemporary needs.
READ: Aquino, Pangilinan Feats Hailed as ‘Real Opposition’ Gain
Rather than leaning on anti-Marcos rhetoric or resurrecting **Edsa Revolution-era slogans**, they addressed pressing voter concerns such as **education, jobs, mental health,** and **democratic reform**. Aquino’s positioning, notably more **“Bam” than “Aquino,”** allowed him to embody his brand’s strengths while distancing himself from its baggage.
This strategy resonated with a younger, urban, reform-minded electorate, illustrating how even legacy brands can evolve to remain relevant.
Lesson: **Emotional branding flourishes when relevance leads.** While nostalgia can spark initial interest, enduring support hinges on providing contemporary value. Strong brands recognize their past while adapting for the future.
5. Brand Association: The New Battleground of Voter Perception
Today, the effectiveness of a political brand relies less on the candidates themselves and more on what they are **associated with**. **Dynasties, parties**, and **institutions** are overshadowed by the values that candidates embody.
Candidates triumphed not due to machinery but because they symbolized something distinct to their constituencies. Party list groups like **Akbayan** advanced by focusing on specific, actionable issues. Even losing candidates faced rejection not from lack of recognition but due to inconsistent or unpopular brand associations.
This trend reflects a more **brand-savvy electorate**. Just as consumers link products to particular causes or identities, voters now seek coherence between candidate, message, and movement.
Lesson: **Brand association profoundly shapes perception, but only value sustains trust.** A strong political brand must be strategically positioned, oriented towards values, and validated by continuous performance.
From Visibility to Value: Establishing a New Electoral Standard
If there’s a predominant takeaway from 2025, it’s this: **voters are unwilling to reward mere notoriety.** They seek candidates known for specific, valuable contributions.
**Political branding** mirrors the dynamics of consumer branding. While visibility may initially capture attention, only **value, clarity,** and **trust** can convert that attention into loyalty. The electorate desires leaders who solve problems, maintain relevance, and exemplify authenticity.
In the realm of business, brands thrive by enhancing lives. In politics, candidates earn trust similarly—not through politicking, but by delivering genuine results.
So, to every future candidate: **What does your brand stand for?** More importantly, why should the Filipino people choose it again tomorrow?
—CONTRIBUTED
Josiah Go is chair and chief innovation strategist of **Mansmith and Fielders Inc.**, advising executives and entrepreneurs on strategy, marketing, and innovation. RG Gabunada is a partner at **LouderPH**, where he has worked on campaigns for brands, political figures, and social advocacies.
