When voting becomes a brand: Chega's success

The 2025 legislative elections brought an unavoidable fact to the political and social debate in Portugal: Chega now has an increasingly significant presence in the Assembly of the Republic. In just six years, since the 2019 legislative elections, the party went from receiving around 67 thousand votes to over 1 million and 340 thousand. More than a numerical victory, it was a symbolic — and disturbing — victory for a political brand that knew how to build notoriety, identity and emotional appeal, regardless of the values ​​it conveys. As a higher education professor and a citizen who believes in democracy, I am deeply concerned by this result. But as a professor of branding and communication, I recognize that it can (and should) also be analyzed in light of the tools we use to understand successful brands. One of these tools is David Aaker's Brand Equity Ten model.

Aaker proposes ten dimensions that help assess the value of a brand. And, disconcertingly, Chega responds positively to several of them. The first is brand awareness: Chega has become omnipresent in public debate. With a charismatic leader, André Ventura, it dominates media cycles and sets agendas — even when the topics are controversial or divisive. Its clear message (although simplistic) is also coherent and easily replicable, which reinforces brand recognition.

The second relevant dimension is the perception of quality. Not in the technical or moral sense, but in the sense of “effectiveness” that many voters recognize: they tell “the truth”, “stand up to the system”, “are not afraid of anyone”. This subjective perception is a powerful asset, which contributes to the capital of the political brand.

The third is loyalty. A part of Chega’s electorate remains loyal even in the face of scandals or criticism, in an emotional logic closer to belonging than to reason. And then there are brand associations, another dimension of the model. Chega has built strong associations with ideas such as security, immigration, justice, order and the “voice of the people” — themes that, if well-developed, reach audiences who feel disillusioned with alternatives.

This communication effectiveness is all the more worrying the more it is disconnected from the democratic substance. Many of its younger supporters have never lived under a dictatorship, and do not recognise as threatening certain proposals that, in their form and content, clash with principles of equality, freedom and inclusion. On the other hand, there is a fringe of society that votes “for what is against the system” — for decades, this meant voting for communists. Today, being against the system means, paradoxically, voting for Chega.

Another crucial aspect is buzz. Chega’s presence on social media, in WhatsApp groups, in cafés and even in classrooms is intense. Many voters do not publicly declare their vote, but the real number does not lie. This “ underground brand” effect reinforces the allure of being on the “forbidden” side, which is also part of building a brand with emotional value — even if dangerously distorted.

There is another relevant reading for communicators: Chega has proven that having a program is not enough; you need to have a narrative. While many parties continue to communicate in classic ways, with political jargon or generalist messages, Chega speaks as if it were an influencer: direct, provocative, emotional. And this resonates with audiences who have become accustomed to consuming content in seconds, not in paragraphs.

This rise cannot be combated by silence or disdain, but by strategic intelligence, discursive courage and effective communication. Democracy cannot be defended only at the ballot box — it can be defended through public debate, education and the construction of political brands that promote values ​​of inclusion, responsibility and hope.

As a teacher who believes in the new generations, I continue to have hope. But this hope needs to be accompanied by action — and by communication that speaks truthfully, but also strategically. Because, yes, even democracy needs to be well communicated. And to once again become a desirable brand.