Trust Surges For Brand Biden

While the trust Americans hold in the major television news brands has generally trended downward following the U.S. presidential election, trust in the winner of that election -- President Joe Biden -- has surged to the highest point since being tracked by consumer research firm Brand Keys for MediaPost.

The findings of this special Media Brands Trust Tracking Survey, are derived from Brand Key's periodic Emotional Engagement Brand Analysis and are based on the perceptions of thousands of American adults each wave.

The analysis shows the contribution "trust" plays in Biden's brand has surged to 61% in February from 49% in August 2020, and 43% in May 2020, when Brand Keys first benchmarked his brand.

While trust in Biden's brand is strongest among Democrats, it has been rising for all political affiliations: up 9% to 92% for Democrats; up 20% to 64% for Independents; and up 8% to 27% for Republicans.



The study also asked Americans to rank their primary concerns contributing to trust and found the storming of the U.S. Capitol ranked highest, followed by he COVID-19 vaccine rollout, the economic stimulus program, re-openings, the former President's second impeachment trial, and the 2020 election.

6 comments about "Trust Surges For Brand Biden".
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  1. Douglas Ferguson from College of Charleston, February 22, 2021 at 11:01 a.m.

    I guess that's why the CNN fact-checkers have less to do. Biden has only a smattering of false statements.

  2. Maria Johnson from Self, February 22, 2021 at 4:22 p.m.

    Weird because 3rd party fact checkers show that biden lies almost every single solitaty time he opens his mouth.

  3. Joe Mandese from MediaPost Inc., February 22, 2021 at 6:18 p.m.

    @Maria Johnson: Apparently, you and those "3rd party fact checkers" are among the 39% minority not trusting Biden. 

    Also interesting that the Politifact database you cite attributes 32 false facts to Biden, only one if which was while he's been President. Which seems pretty good for a 51 year political career.

    Especially when you consider that The Other Guy was proven to lie 30,573 times during a four year political career.

  4. Daniel Wheeler from Republican American, February 23, 2021 at 10:28 a.m.

    When is this data from?  The Jan 7th?  Your telling me more people our worried about a bunch of protesters compared to schools being closed?

  5. Joe Mandese from MediaPost Inc., February 23, 2021 at 12:02 p.m.

    @David Wheeler: February.

    25% of 4,254 respondents cited the insurection as a primary concern vs.14% citing reopenings.

  6. Ed Papazian from Media Dynamics Inc, February 23, 2021 at 3:26 p.m.

    Joe, if the survey was replicated with all of its good and bad points and the sample was a million respondents you would probably get exactly the same answers.

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