<![CDATA[This study aims to identify and analyze the implementation of Anita Jacoba Gah’s personal branding strategy in winning the 2024–2029 Indonesian House of Representatives Legislative Election in the East Nusa Tenggara II Electoral District, focusing on Kupang City. The study applies McNally and Speak’s (2002) Three Pillars of Personal Branding Theory, consisting of distinctiveness, relevance, and consistency. A descriptive qualitative method was employed, with data collected through in-depth interviews with the candidate, party officials, campaign team members, and constituents, supported by documentation and official election results. The findings reveal that Anita Jacoba Gah’s victory, securing 131,396 votes in the East Nusa Tenggara II Electoral District, including 31,564 votes in Kupang City, was driven by an integrated and sustainable personal branding strategy. Distinctiveness was reflected in her track record as the only female politician from East Nusa Tenggara to retain a parliamentary seat for four consecutive terms, supported by a firm and assertive communication style. Relevance was demonstrated through campaign programs aligned with community needs, particularly educational support via the Program Indonesia Pintar (PIP). Consistency was maintained through continuous political communication and community engagement via the Rumah Aspirasi, strengthening public trust and transforming her political track record into a credible electoral asset.]]>
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