NEW YORK (27 September 2012) –What do
home-brewed coffee, Ford cars, Budweiser beer, Marriott Hotels,
Nike, and basketball have in common? They’re all down-to-earth
brands and categories one might associate with a good friend. They
were also used to describe President Barack Obama in the
Presidential ImagePower Survey, released today. Conducted by Landor Associates, a strategic
brand consulting and design firm, and Penn Schoen Berland, a strategic
research and communication firm, between September 14 and 19, the
survey gauges brand perceptions of the presidential candidates and
their wives among 1200 adults nationwide who are likely to vote in
the upcoming U.S. presidential election. In the same study, Romney
was associated with high-end, luxury brands one might think a boss
favors like Armani, BMW, Ritz-Carlton Hotels, Saks Fifth Avenue,
American Express, and Starbucks.
“Building a successful political campaign is much like building
a successful brand. Candidates must connect with voters in a
relevantly different way,” said Allen
Adamson, managing director of the New York office of Landor
Associates. “Conversely, voters want to connect with candidates
that embody trustworthy characteristics and are able to
consistently deliver on their campaign promises. This also mirrors
the relationships we have with brands: delivery of brand promises
begets loyalty.”
Vying for the White House is often a family affair, with spouses
in the spotlight as much as the candidates themselves. The results
revealed the presidential candidates and their wives make
picture-perfect pairs. Michelle Obama supports her husband’s
down-to-earth sensibility, aligning with brands like Corona,
Macy’s, Maybelline, and Ford. Her ability to set trends and fight
obesity through her Let’s Move! initiative did not go unnoticed,
aligning well with J.Crew, fruit sorbet, and yoga. Ann Romney
aligned with her husband, and her own causes, including the United
Way of Massachusetts Bay and Stand for Children; her brands
included Starbucks, BMW, Ralph Lauren, tennis, and apple pie.
“What was particularly interesting data is that both candidates
seem to have successfully created what it means to be brand Obama
and brand Romney within the voters’ minds,” said Billy
Mann, managing director at Penn Schoen Berland. “Recent
comments made by both candidates are supported in the results, and
the causes that their wives are passionate about are also reflected
in the findings.”
Looking at a variety of other themes showed as clear a
separation as the party lines. President Obama and his wife
identify with innovative brands like Google and Apple, while the
Romneys are viewed as more traditional brands like Microsoft and
Bing. As an individual, President Obama is perceived as more of an
academic, tracking well with a game of chess, Facebook, and Batman.
Romney is the consummate professional, tracking well with Monopoly,
LinkedIn, and Captain America.
With the two presidential candidates standing at opposite ends
of the voting ballot, survey respondents were also asked about
attributes that represent each. Not surprisingly, most respondents
identified attributes that support each candidate’s platform. For
example, President Obama’s “Forward” is echoed in respondents’
views that he is passionate and intelligent, understands the issues
facing Americans today, and is innovative and a leader.
In a nod to the proliferation of pop culture and its
transcendence beyond the political sphere, the Obamas were also
identified as People and Vogue magazines, and
celebrity power couple Jay-Z and Beyoncé. The Romneys, on the other
hand, were seen as Businessweek and Ladies Home
Journal magazines and as Tim McGraw and Faith Hill.
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For More Information
Mindy Romero
Landor Associates
212-614-5261
mindy.romero@landor.com
About Penn, Schoen & Berland
Penn Schoen Berland (PSB) is a global research-based strategic
communication advisory that brings the lessons learnt from its
campaign trails into the boardroom to help companies negotiate some
of their toughest corporate image and corporate affairs challenges.
For over 30 years PSB has used research to leverage unique insights
about public opinion, to give our clients a competitive edge. PSB
serves Fortune 100 corporations, leading Hollywood studios and has
helped elect over 30 presidents and prime ministers around the
world.
PSB is a part of Young & Rubicam Group and WPP; more
information is available on www.psbresearch.com.
About Landor Associates
Landor Associates is one of the world’s leading strategic brand
consulting and design firms. Founded by Walter Landor in 1941,
Landor pioneered many of the research, design, and consulting
methods that are now standard in the branding industry. Partnering
with clients, Landor drives business transformation and performance
by creating brands that are more innovative, progressive, and
dynamic than their competitors.
Landor’s holistic approach to branding is a balance of rigorous,
business-driven thinking and exceptional creativity. Its work spans
the full breadth of branding services, including brand research and
valuation, brand positioning and architecture, naming and writing,
corporate identity and consumer packaging design, branded
experience, brand equity management, brand engagement, and digital
branding.
With 24 offices in 18 countries, Landor’s current and past
clients include some of the world’s most powerful brands, including
BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton
Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of
America, Procter & Gamble, Taj Hotels Resorts and Palaces, and
Verizon.
Landor is a member of the Young & Rubicam Group network
within WPP, the world's largest marketing and communications
firm.
For more information, please visit Landor.com.