Brand Association and Political Marketing

Political campaigning is a serious and complex business. By using market research candidates can better understand the perception of their voters. For example when associating brands with the voters of different candidates it can reveal how each candidate is viewed and can also help in developing brand strategies for that candidate.

A joint study was done by branding firm Landor Associates and research firm Penn, Schoen and Berland that compares attributes of both George Bush and John Kerry to well-known brands. While the study is extremely enlightening, the brand association charts of the Presidential candidates created by Brand Autopsy is extremely eye-opening.