Chuma Diniso
Abstract
The African National Congress (ANC) brand has been in existence since 1912 and continues to be dominant in the South African political landscape. The party has won national elections since the country’s first democratic elections were held in 1994. However, in the last elections which took place in 2019, the party dipped under 60% for first time since 1994 and won the elections by 57.50%. Considering this decline and the fact that the ANC is competing with other political parties, this study aimed to evaluate the value of the ANC brand and identify factors that could be attributed to this drop in votes.
A narrative review method was adopted and twenty-two articles sourced from Google Scholar were analysed to determine the state of the ANC brand. The study revealed that the ANC brand is affected negatively by factors such as unemployment, poverty, inequality, protests and riots, unequal distribution of land among citizens, crime, inadequate housing, corruption and looting, unethical and immoral leaders, trust deficit, factional fights, and diminishing loyalty among the youth. This study provides a conceptual framework for political parties in general to grow and preserve their brand value among the voters.