Friday, November 26, 2021

Familiar logo could have done it for BN in Melaka

Familiar logo could have done it for BN in Melaka

Barisan Nasional’s logo has been around for almost 50 years.

GEORGE TOWN: Voters’ familiarity with the Barisan Nasional (BN) logo may have played a role in the coalition’s victory in Melaka, according to some analysts.

Goh Swee Kwong.

Goh Swee Kwong of Taylor’s University, an expert in the area of consumer behaviour, said the logos used by Pakatan Harapan (PH) and Perikatan Nasional (PN) were too new to mean much to many voters.

“BN’s logo has been around for almost 50 years and, therefore, has a strong brand positioning,” he told FMT.

He said the new parties might not have had the opportunity to position themselves in the minds of voters. “With the pandemic and frequent changes in policies, SOPs and government, there was a chance voters would have chosen a brand that they felt was stable and established.”

Oh Ei Sun.

Oh Ei Sun of the Singapore Institute of International Affairs said BN could have benefited from strong branding among rural and less exposed voters.

He said the more discerning voters were those in urban constituencies and this was shown in DAP’s retention of large majorities in such areas.

An academic who declined to be named agreed that branding could have played a role in the election outcome.

“When we have multi-cornered fights, voters are bound to be confused over what to pick,” he said. “However, BN’s scales (dacing) logo offered a picture of stability in a crowded race.

“BN’s good track record still outweighs the stain of corruption cases faced by its leaders. Nevertheless, it is an obvious choice at a time when people are uncertain about which party to pick.”

Azeem Fazwan Ahmad Farouk.

However, Azeem Fazwan Ahmad Farouk of Universiti Sains Malaysia (USM) said one could not assume that the branding of the contending parties had an influence on the election outcome until studies were done.

He said BN’s victory could have also been due to the mobilisation of its supporters.

“If the voters who turned out in Melaka were above 50 or 60, they might have been hardcore supporters of the party they are familiar with and are unlikely to change their ways.”

1 comment:

  1. For me, Dacing is an all too familiar logo to spit at.

    64 years of plundering what could have been right among the top Tiger economies.