Napoleon gains power over Animal Farm by executing an effective plan to expel Snowball, intimidate his subjects, and utilize persuasive propaganda to manipulate the less intelligent animals. Napoleon begins his plan to control the farm by taking Jessie and Bluebell's nine puppies and raising them in the loft of the barn. Napoleon understands the importance of ruling with force, and he indoctrinates the nine puppies in seclusion. As the puppies grow and develop into ferocious, loyal dogs, Napoleon campaigns against Snowball and his popular ideas. Unlike Snowball, Napoleon focuses on the less intelligent animals for support and teaches the sheep to interrupt Snowball's speeches.
Napoleon recognizes that Snowball poses a threat to his authority and gets rid of his competition by sending his nine ferocious dogs after him during a meeting in the barn. Once Snowball is driven from the farm, Napoleon proceeds to cancel all Sunday meetings, places the pigs in charge of developing new policies, and assumes the position of dictator. Napoleon then employs Squealer to distort the truth and manipulate the other animals by using effective propaganda techniques.
Squealer threatens the animals with Jones's return, dramatically inflates Napoleon's accomplishments, uses Snowball as a scapegoat, and convinces the animals that the standard of living has risen since Napoleon took over. Napoleon also develops a cult of personality, alters the history of the farm, and amends the principles of Animalism to align with his self-serving policies. The animals suffer under Napoleon's reign and live in constant fear after he publicly executes dissenters and reduces their food rations. Napoleon is able to maintain his power by subjecting the animals to effective propaganda, keeping the standard of living on the farm extremely low, and using fear tactics to control them.