BRAND BIDEN VS. BRAND TRUMP - What happens when we use the latest commercial brand measurement tools to assess Brand Biden and Brand Trump ? - Ipsos
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BRAND BIDEN VS. BRAND TRUMP What happens when we use the latest commercial brand measurement tools to assess Brand Biden and Brand Trump ?
3 Key Questions
Questions Approach
What equity do the candidates have? Application of the commercial brand
measurement toolkit
What drives preference for each Brand Value Creator (BVC)
candidate? Brand Mental Networks (BMN)
Brand Image with Response Time Capture
What perceptual spaces are uniquely (MCRT)
owned?
• Personality
• Policy
2
Brand Value Creator: Biden has a small lead on Attitudinal Equity
But Trump has stronger intensity of preference, as Democrats long for Obama
Which of the following public
Attitudinal Equity TRUMP 48% BIDEN 52% figures is your favorite?
Democrat Republican
Total 325 327
Donald
“On a 10 point scale, how close to you feel to each candidate?” Trump
5% 59%
41%... Joe
Biden
17% 3%
of those likely to vote for Barack
52% 4%
Trump voters Obama
Trump give him a top box Mike
1% 7%
score on Closeness. Pence
Bernie
11% 1%
Sanders
Biden voters …while just 26% of those George
3% 14%
W. Bush
who plan to vote for Biden Kamala
7% 1%
give him a top box score Harris
Closeness None of
the 5% 7%
above
3
Brand Mental Networks - Donald Trump vs Joe Biden
I like/support
Leader
I dislike/not support
Brave
Smart/Intelligent/Professional
Care about the country
Democratic Great president/person Good business man
Not know/Know little about him Reliable/Trustworthy Strong/Tough
Old Honest/Integrity
Not a politician
Care about the people/Kind
Experienced
Good work ethics Arrogant/Rude
Joe Biden Donald Trump
Have health issues Bad president/person
Racist
POSITIVE BEHAVIORS Not reliable/trustworthy Not smart/intelligent
GENERAL Loud mouth
Confused/Indecisive Liar/Dishonest
NEGATIVE BEHAVIORS
CONTRIBUTION/OBJECTIVE - Done bad job Care about himself/wealthy people
POSITIVES Done nothing
CONTRIBUTION/OBJECTIVE - Done good job
NEGATIVES Support economy
Barack Obama
PARTY/IDEOLOGY American
Donald Trump
COUNTRY/STATE MENTION
NAME OF THE POLITICIAN
METIONED
4
OTHER
Using speed-based techniques to understand what drives voter
selection
Biden vs Trump: A Story of Attraction and Repulsion
BIDEN TRUMP
Pull towards Biden Push from Trump Push from Biden Pull towards Trump
Likeable Corrupt Irresponsible Safeguards the American dream
Boring
Trustworthy Reckless Strong
Old
Qualified Racist Bold
Stands up/people like you Bully Supports Economic Growth
Respects right to protest Liar Fights Government corruption
Arrogant Intelligent
Narrow-minded Respects law and order
Fights political correctness
IMPACT ON CHOICE
5
“Shy” Trump voters?
Trump’s base is highly enthusiastic. His voters are much more driven by ‘Trump positives”
than “Biden negatives”
Of those pulled to Trump, Of those pushed from Biden, he
he is seen as… is seen as…
Supports
88% economic growth
86% Bold
80% Old
84% Strong
Safeguards the 62% Irresponsible
83% American dream
Respects 66% Boring
83% law and order
Fights political
82% correctness
80% Fights government
corruption
73% Intelligent
* MCRT data is
6
Biden is no Obama.
Many are pushed his way by distaste for Trump.
Biden has meaningful positives, but they are more muted
Those pushed from Trump Those pulled to Biden see
see him as… him as…
Liar 96%
Qualified 67%
Arrogant 95% Respects right
to protest 65%
Bully 95% Stands up for
people like you 58%
Reckless 95%
Likeable 57%
Corrupt 94%
Trustworthy 56%
Racist 93%
Narrow-minded 89%
7
How do you plan to vote?
62%
of Republicans plan to vote
55%
of Democrats plan to vote
in person by absentee ballot or mail
8 Q Question: How do you plan to vote in the November 3rd general election?Recap: In many ways, the election is all about Trump
BRAND BIDEN BRAND TRUMP
Biden has a modest equity advantage. The comparative intensity of the Trump voter…
His supporters may be motivated to action by negative ..combined with their willingness to venture to the polls…
Trump associations - but “negative avoidance” is risky ..could yield another poll-defying November result.
Vulnerabilities could discourage participation: But the intensity of Trump detractors could more than
• Brand Biden is perceptually non-descript counter-balance the enthusiastic participation of Trump
• Lack of intense support amongst those who favor voters
him
• Extreme fondness for the past
To ensure conversion from preference to action, To broaden his appeal among the small group of
Biden needs to build upon his positive associations as persuadable voters, he will need to appeal to
antidotes to Trump negatives: qualified, likeable, their economic sensibilities.
trustworthy.
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