Why Museveni has become a brand name for political success

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OPINION

By Justin Ojangole

When President Yoweri Museveni visited Pallisa district during his recent presidential campaigns, a curious sight caught the public’s attention. One of the Democratic Party’s candidates for parliament boldly put up a poster that read: “DP Pallisa for Museveni and Okoler Opio for Pallisa County.”

Likewise, in the Lango sub-region, some Uganda People’s Congress (UPC) parliamentary candidates have openly called on their supporters to vote for the National Resistance Movement (NRM) candidate, who happens to be President Museveni, while promoting their own parliamentary ambitions.

Even more revealing is the behaviour of NRM parliamentary candidates who lost in party primaries but are standing as independent candidates. Many of them continue to display Museveni’s image prominently on their campaign posters. This phenomenon reflects a political reality where Museveni’s name is not merely associated with leadership but is now considered a “brand” in its own right, a brand synonymous with electoral success.

In business, the value of a brand is measured by the confidence and trust it inspires among consumers. Take Apple, for example: its logo is immediately recognisable worldwide, and consumers often buy Apple products not merely for function, but because of the proven quality, reliability and prestige the brand represents. In the same way, any rational political aspirant in Uganda now considers association with Museveni’s name as the safest investment for success in elections. Just as a businessperson invests in a product with high returns, politicians see the Museveni brand as offering the most tangible returns.

The strength of Museveni’s brand is rooted in his seven strategic pillars, clearly outlined in the NRM manifesto. These include maintaining peace and security, creating jobs, promoting agricultural modernisation, advancing education and skills development, supporting industrial growth, improving healthcare, and investing in infrastructure development. Each of these pillars is backed by tangible evidence of success that voters can see on the ground: upgraded roads, new schools, modern health facilities, industrial parks and electrification projects.

Campaign messages from Museveni are not merely slogans; they are reinforced with a commitment to deliver. Citizens can point to the fruits of his policies in their communities, from improved road networks that have facilitated trade, to rural electrification projects that have transformed households and businesses, to local industrial developments creating jobs for youth and women. This is akin to a consumer evaluating a product based on proven results and reliability. Museveni’s brand, therefore, is built on credibility, visible achievements, and consistent performance over decades.

Moreover, Museveni’s political machinery, which includes dedicated NRM leaders like Anita Annet Among, Calvin Achodu, Ofwono Opondo, Richard Todwong, Emannuel Dombo, and others, has added another layer of credibility to his brand. This team coordinates well-organised rallies, engages local leaders and mobilises voters effectively, ensuring that the President’s message reaches every corner of Uganda. The organisation and discipline of this team mirror how a top-tier brand ensures quality control, customer satisfaction and market dominance.

In Uganda’s political landscape today, associating with Museveni is no longer optional for many political candidates; it has become a strategic necessity. Whether they are from opposition parties or independents, politicians recognise that Museveni’s “brand” carries electoral weight that few others can match.

The NRM candidate, Yoweri Museveni, has transcended the traditional role of a politician to become a symbol of political stability, development, and success. That is why Ugandans love him. And that is why politicians now seek to ride the Museveni brand to parliamentary and local victories. It is an acknowledgement that the President’s name sells more than any campaign slogan.

The author is a publisher