Political campaigns shape candidate perceptions by crafting narratives that highlight their strengths and define their political identity in the eyes of voters. Through strategies like advertising, debates, and social media outreach, candidates create brand images that resonate with different segments of the electorate. Effective campaigns not only communicate policy positions but also tap into emotions, values, and aspirations, influencing how candidates are perceived. The outcome of these campaigns often determines electoral success and can shape voters' long-term political alignments and engagement.