Political Branding in Shaping Pramono Anung–Rano Karno’s 2024 Jakarta Campaign Image
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Abstract
The 2024 Jakarta Regional Election served as a strategic arena for the implementation of personal political branding in contemporary political communication. This study aims to analyze the personal branding strategies of Pramono Anung and Rano Karno prior to the official campaign period, highlighting how their identity, reputation, and public image were constructed and communicated. The research employed a descriptive qualitative method through literature review, media coverage analysis, and examination of the candidates’ political communication activities. The analysis utilized the Brand Identity Prism framework to map six dimensions of the candidates’ political brand identity. The findings indicate that the combination of Pramono Anung’s bureaucratic capital and Rano Karno’s public popularity formed a complementary personal branding strategy, strengthening credibility, emotional proximity, and legitimacy among Jakarta’s urban voters. The study concludes that personal branding constitutes a crucial and influential political communication strategy in shaping public perception and enhancing candidate appeal in the 2024 Jakarta Regional Election.
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