AMMA brand: Is the political brand name still relevant?

A leader who has humungous followers with a cult image did realize the power of personal branding at an apt time when needed. The creation of AMMA brand was well crafted and seen as a great move by many political pundits and brand gurus. The personal branding strategy was not only well planned but very well executed. The strategy connected with the masses and the needy in the right means to reverberate as a great brand. The brand equity grew stronger with time and its variety of essential products launched. Needless to say how Dr. J. Jayalalitha leveraged her personal brand and enchased the benefits to her political career. This research is a conceptual paper based on secondary information spanning across the developments in Tamil Nadu during 2016–17.