Abstract: This article explores the impact of the political party’s reputation, party’s image and party’s identity on voting behaviour of educated public opinion. The study has been executed after the assembly election of Punjab 2017 to understand important influential factors on voting behaviour of the educated public. Also to highlight, the factors of a political party that determines a distinctive impact on the educated public to vote for in an election in the present political context. Subsequently, this political communication study suggests the perception of the educated public on their voting orientation to those who are politically active; stakeholders of the political parties and political communicators as well.