By Vipula Wanigasekera –

Dr. Vipula Wanigasekera

In branding, legacy can be a double-edged sword. In politics, where identity and emotional resonance are key, this becomes even more complex. Sri Lanka’s political landscape offers a fitting case study: Namal Rajapaksa and Sajith Premadasa — both sons of former Presidents — have inherited not only a surname but a legacy that shapes their personal brands.

Both have been strategically styled and positioned to evoke memories of their fathers. Namal Rajapaksa continues to wear the shawl popularised by his father Mahinda Rajapaksa, complete with a similar moustache and increasingly polished oratory. Sajith Premadasa, son of the late President Ranasinghe Premadasa, mirrors his father’s cadence and linguistic flair — even his hairstyle draws comparisons.

From a marketing standpoint, these tactics are rooted in brand association theory, where a brand (in this case, a family name) transfers its perceived equity to a related product or individual. It’s a principle that can work — but only when conditions remain favourable and consistent.

Legacy brands, however, risk becoming irrelevant or burdensome as societal values and voter behaviour evolve. Gen Z, born after 1997, forms a rapidly growing voter base in Sri Lanka and globally. This group is less swayed by nostalgia and more by immediacy, authenticity, and demonstrable impact. Millennials, too, often critique past political regimes and tend to prioritise current relevance over historical reverence.

Thus, aligning with a legacy brand may resonate with older generations but could alienate younger voters who view the past through a critical, often skeptical lens. In fact, Edelman’s Trust Barometer 2024 highlights growing distrust in legacy institutions among Gen Z and Millennials — a trend that both marketers and political strategists would be wise to note.

Another risk is negative brand association. Even without personal responsibility for controversies tied to past administrations — whether related to governance, transparency, or policy decisions — the public often views political brands as collective entities. Brand equity, after all, encompasses both strengths and weaknesses. In marketing, a similar phenomenon was seen with Volkswagen, which faced a major decline in brand equity after its emissions scandal, despite introducing cleaner models.

Political dynasties are not immune. The Rajapaksa name, once strongly linked to post-war stability, later became associated — in some public narratives — with economic hardship and nepotism. Similarly, the Premadasa era, while admired for grassroots development, was also viewed by some as marked by centralised control — perceptions that continue to influence political memory.

In brand strategy, Brand DNA refers to the unique set of values, purpose, and personality that define a brand. While leveraging a family legacy offers a solid foundation, successful brand extension depends on clear differentiation.

Globally, several political heirs have navigated this challenge with nuance. Justin Trudeau, son of Canadian PM Pierre Trudeau, upheld liberal ideals but redefined himself with modern values such as inclusivity and environmental stewardship. George W. Bush, while aligned with the Bush legacy, built a distinct identity as a “compassionate conservative” in contrast to his father’s more technocratic image.

In India, Rahul Gandhi wrestled for years with the weight of the Nehru-Gandhi brand, struggling to articulate a clear independent vision. His more recent pivot toward grassroots activism has gained traction — but only after a long period of brand misalignment.

In Sri Lanka, both Namal and Sajith may need to ask a fundamental branding question: Is legacy still leverage — or has it become a liability? Given the changing political landscape, the more effective strategy might be brand reinvention, not replication.

They could benefit from articulating their own missions, values, and leadership styles — grounded in current realities rather than historical blueprints. Voters today seek problem-solvers, not echoes of past promises. They crave authenticity, transparency, and transformation — not rehearsed emulation.

*The writer is a former diplomat and Head of the Tourism Authority, currently serving as a lecturer, YouTuber, meditation coach, and Reiki healer