Faces, Symbols, and Legacies: The Role of Political Branding in Marikina’s Dynastic Politics

Abstract

This study explores the relationship between political branding and dynastic persistence in the context of Marikina City, focusing specifically on Generation Z voters. The study employed semi-structured interviews with 20 youth respondents from selected barangays across both districts of the city. Using thematic analysis, the research identified how material elements—such as political colors, family names, campaign visuals, and non-material elements—such as reputations, values, narratives, and emotional appeals—shape youth perceptions of two prominent political families: the Teodoros and the Quimbos. The findings reveal that branding strategies rooted in affective narratives, visual identity, and historical familiarity have a significant influence on voter loyalty and recognition. Furthermore, the study illustrates how political branding operates not merely as a marketing tool but as a mechanism of political reproduction that reinforces the visibility and credibility of entrenched political dynasties. By examining how younger voters internalize and respond to these branding efforts, the research contributes to broader discussions on elite persistence, identity politics, and democratic engagement at the local level.