Rebranding of the guarantor

Over the long years of Vladimir Putin's rule in Russia, the phenomenon of his personal popularity has undergone significant changes.

The image of the leader was presented to us in different ways, depending on changes in the political situation, the economic situation of the country, as well as on the age and appearance of the president himself.

For each election, the electorate received exactly the Putin they wanted, and voted exactly as the Kremlin wanted.

The first Putin was the “savior of the fatherland.” A politician from the second echelon, unknown to anyone at that time, suddenly, by decision of Boris Yeltsin, found himself prime minister and successor. I remember that Boris Nemtsov joked at that moment that only two people in Russia believed in Putin’s future victory in the 2000 presidential elections: Putin himself and Yeltsin. Nemtsov turned out to be wrong because he approached the problem of the choice made by Russians too rationally. He underestimated the fact that the electorate could vote not for a real person and not for real deeds, but for a myth that was formed by television in just a few months.

However, in a country living a normal life, it is impossible to regularly save the fatherland for each election, since there simply is not such a large number of enemies. Fortunately for Putin, in the mid-2000s his image was formed in the eyes of the population on a completely different basis than at the turn of the decade. The economy grew rapidly, fueled by rising oil prices. The people's life became better. People bought more and more diverse goods, interested primarily in their own life, and not in the enemies secretly creeping up to our borders. And Putin gradually turned from a unique hero, the “savior of the fatherland” into “the best of Russians,” a role model for millions, into a cool macho man, whom young careerists envy and with whom young girls fall in love.

Now the electorate supported Putin and his temporary replacement, Medvedev, for completely rational reasons. With him, everything seemed to be quite good, but, as you know, good is not sought from good. And Putin sought to bolster the perception of millions that they were voting for their guy. For someone who, in principle, anyone could become if they put in enough effort. Putin looked good, did a lot of sports, traveled a lot and rested a lot, although he naturally said that he worked like a galley slave. He led a lifestyle that almost everyone aspired to, and as real incomes rose, it seemed to people that the country was truly heading toward prosperity in the wake of its national leader.

However, after 2012, maintaining such an image became impossible.

Firstly, Putin turned 60. At this age, even sports, recreation and Botox cannot work miracles. Gradually it becomes clear that we are no longer ruled by a tough macho, but by an elderly man who does not arouse in young people the desire to imitate. Those who are older can still focus on the image of the leader out of habit. But those who have not seen Putin in his prime are unlikely to understand why he is so attractive to parents and grandparents.

Secondly, miracles stopped happening in the economy. It became clear that after some time life in Russia would again become unpleasant and unpromising, as it seemed during the times of Brezhnev, Gorbachev and Yeltsin. Against this background, it was difficult to expect that people would vote for the aging president on rational grounds again and again. Therefore, the Kremlin once again had to transform the image of Putin, offering the people a different “brand”. The one that the “buyer” would like to purchase, despite the fact that it does not seem to be needed for anything useful.

But we often buy useless things. To decorate the apartment. To awaken memories of interesting trips. To make a symbolic gift. In recent years, the Putin brand has been focused precisely on such irrational consumption on the part of the voter.

We have invented many different enemies, aroused fears for the security of the state with the help of television, and the president again, as in the very first years, appeared to the voter in the image of the savior of the fatherland. And in order for us to remember less about the real image, the stalls are filled with mugs and T-shirts with the face of the leader, who will forever remain strong, young and cool there. Putin showing off his muscles. Putin dressed in combat camouflage. Putin, threatening his enemies... Even Putin is on a bear and the bear (in the sense of skin) is on Putin.

Propaganda separates Putin from the economy, turning the president into a symbol of Russia. Something without alternative. And I must admit, Putin’s rebranding was done quite professionally. In combination with the Crimean operation, it provided him with the highest rating.