Brand Association (Consumer Perception of Brand & Candidate Similarity)
Source: Landor Associates/Penn, Schoen & Bertland, October 2008
According to the survey, voters' perceptions of candidate attributes finds Obama as charming, approachable, compassionate, intelligent and unifying, while McCain is seen as strong, reliable and respected. On the vice presidential side, Biden was identified as respected, strong, and reliable, while Palin'sattributes include trustworthy, "shares my values," and approachable, as well as unifying and credible -two qualities she shares with Obama.
Mary Ellen Dugan, executive director at Landor Associates, says "The study suggests that both campaigns have effectively co-branded to broaden and balance their appeal. Obama and Palin... (are associated) with similar positive key attributes, despite the strong surface distinctions between the two candidates... Likewise, Biden and McCain are both aligned with similar brands despite their deep policy disagreements."
The survey suggests that Obama and Palin have a lot in common, as do McCain and Biden, demonstrating that the VP candidates compensate for Obama and McCain's perceived weaknesses, at least brand-wise.
Scott Siff, executive vice president at Penn, Schoen & Berland, notes that "...Three of the key brands that McCain and Obama are both associated with... won their reputation as game-changers in their respective categories... This similarity in the candidates' brand strategies also indicates that whichever candidate best achieves the positioning they are both trying to claim may well be the winner on November 4."
For more information about this study, please visit here.