President Trump’s brand is the greatest asset and largest weakness for Republicans

New Ipsos Brand Insights study uses commercial brand assessment tools to compare President Trump and former Vice President Joe Biden’s respective brands.

The author(s)

  • Chris Murphy President, Market Strategy and Understanding
  • Chris Jackson Senior Vice President, US, Public Affairs
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Washington, DC, October 20, 2020 -- A new Ipsos Brand Insights study applies our commercial brand assessment tools to assess the relative strength of Brand Trump and Brand Biden in the closing weeks of the election. The Trump brand is strong and well-defined among both his supporters and detractors. Indeed, this analysis suggests the Trump brand is both the Republican’s greatest asset and largest weakness. Comparatively, former Vice President Joe Biden lacks strong brand definition and mostly benefits from having a vaguely benign personal brand allowing him to be a safe landing spot for those alienated by Trump.

Detailed Findings

1. Many Americans love to hate Trump, with his supporters feeling particularly close to the president:

  • Nearly all people who were pulled towards the president’s brand had strong, positive associations with his support of economic growth (88%), his boldness (86%), and his strength (84%);
  • People are pushed away from Trump with equal force because they see him as a liar (96%), arrogant (95%), a bully (95%), and reckless (95%).

2. Biden wins lukewarm support – with most Democrats longing for the days of Obama – but has few negative traits associated with his candidacy:

  • Those attracted to the former vice president’s campaign cite his qualifications (67%), respect for the right to protest (65%), and belief that he stands up for people like them (58%) as the top reasons people are drawn to him;
  • Biden only has three pitfalls when it comes to his brand: his age (80%); being viewed as boring (66%); and perceptions of irresponsibility (62%);
  • Democrats are three times more likely to say Obama is their favorite public figure – Obama scores 52% compared to 17% for Biden on that question. Trump performs much better on this measure among Republicans.

3. President Trump narrowly loses out to former Vice President Biden when it comes to overall perceptions of his public persona, but people favor the president more intensely than his opponent:

  • On holistic measures of brand health, Brand Trump scores 48 out of 100, while Biden scores 52 out of 100.
  • Among people who are likely to vote for the president, 41% feel very close to him. Only about a quarter (26%) of people likely to vote for Biden feel like they are very close to him.

4. There is a massive partisan gap in people’s voting plans for this election:

  • Sixty-two percent of Republicans plan to vote in person, while 55% of Democrats plan to vote by absentee ballot or mail.

These are the findings of an Ipsos study; the first wave was conducted between September 22nd and 23rd, 2020, and the second wave was conducted between October 6th and 8th, 2020. The first wave sampled 1,000 adults and the second wave sampled 1,004 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English. Each wave has a credibility interval of plus or minus 3.5 percentage points for all respondents. Using the same tools we use in assessing commercial brands, the poll data is run through statistical analysis techniques that (a) examine spontaneous associations with brands and (b) response time to understand how closely/intuitively respondents associate various concepts with the candidates.

 

About the Study

These are the findings of an Ipsos study; the first wave was conducted between September 22 and 23, 2020, and the second wave was conducted between October 6 and 8, 2020. The first wave sampled 1,000 adults and the second wave sampled 1,004 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English.

The sample for this study was randomly drawn from Ipsos’ online panel and partner online panel sources). Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity and region. 

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,005, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points).

 

Want to hear more? Join us on November 2 for our complimentary webinar. For more information on this news release, please contact:

Chris Jackson

Senior Vice President, US

Public Affairs

+1 202 420-2025

[email protected]

 

Kate Silverstein

Media Relations Specialist, US

Public Affairs

+1 718 755-8829

[email protected]

 

About Ipsos

Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com

 

The author(s)

  • Chris Murphy President, Market Strategy and Understanding
  • Chris Jackson Senior Vice President, US, Public Affairs

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