This paper aims to explore the absence of values and ideologies within
the political parties and how it contributes towards party switching,
using the Nigerian political scene as a focus point. The personal values
and ideologies of individual politicians was questioned as well. This
paper further postulated that the neither the Nigerian politicians nor
the political parties have values and ideologies they stand for. Not
surprising there cannot be any alignment and politicians able to switch
their party at will. They are not principled to stand for something that
does not exists. Moving on beyond the 2019 election in Nigeria, the
paper offers practical insights into brand identity development for
political parties, especially the new ones.