Political marketing strategy of Vladimir Putin

Abstract

This research is a qualitative research. The objectives are 1) to study background and personal information of Vladimir Putin 2)to analyze Vladimir Putin’s political marketing strategy and 3) to explore how Vladimir Putin uses his brand personality as a political marketing strategy to succeed in his political position. In this research, there are two main research techniques. The former is media research through the use of the internet. The news contents and photos involving with Putin via his own website (the website of the Prime Minister of the Russian Federation) and Russian official websites were studied and examined. The latter is documentary research, which was used to support and verify the reliability of information. Thereafter, Putin’s brand personalities were analyzed and examined to find out how Vladimir Putin's brand personality has contributed to his political success. The result of the research shows that Putin’s brand personality totally consists of 19 facets: Down-to-Earth, Honest, Friendly, Reliable, Hard working, Intelligent, Technical, Cooperative, Successful, Leadership, Spirited, Cool, Unique, Charming, Smooth, Outdoor, Masculine, Tough and Rugged. The hypothesis of the research turns to be accurate. The study shows that Vladimir Putin used his brand personality as Political Marketing Strategy to create the positive perception of Russian people and optimizes to maintain his popularity.