• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
U.S. Political Parties as Brands
 

U.S. Political Parties as Brands

on

  • 242 views

This study explores perceptions of the Democratic and Republican parties as brands.

This study explores perceptions of the Democratic and Republican parties as brands.

Statistics

Views

Total Views
242
Views on SlideShare
231
Embed Views
11

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 11

http://www.linkedin.com 7
https://www.linkedin.com 4

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    U.S. Political Parties as Brands U.S. Political Parties as Brands Presentation Transcript

    • U.S. Political Parties as BrandsPerceptions of the Democratic and Republican Parties Prepared by Brad VanAuken Brand consultant Author, Brand Aid (c) 2012 by Brad VanAuken
    • Background• Study conducted online from October 15, 2011 to April 1, 2012• People from U.S. states and territories approached through social media, including Facebook, LinkedIn and Twitter• 324 started the survey• 253 (78.1%) completed the survey (c) 2012 by Brad VanAuken
    • Political Party IdentificationN = 321 (c) 2012 by Brad VanAuken
    • GenderN = 321 (c) 2012 by Brad VanAuken
    • Age RangeN = 314 (c) 2012 by Brad VanAuken
    • Household Income RangeN = 321 (c) 2012 by Brad VanAuken
    • ReligionN = 321 (c) 2012 by Brad VanAuken
    • State of Residence• 38 of 50 states represented in survey, roughly in proportion to their populations, with an oversampling of New York State residents (c) 2012 by Brad VanAuken
    • Democratic Party Perceptions Overall How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat wellN = 268 (c) 2012 by Brad VanAuken 2= not very well 1= not at all
    • Democratic Party Perceptions Democrats vs. Republicans5.04.54.03.53.0 Democrats2.5 Republicans2.01.51.0 How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat well (c) 2012 by Brad VanAuken 2= not very well N = 68, 29 1= not at all
    • Democratic Party Perceptions by Gender5.04.54.03.53.0 Men2.5 Women2.01.51.0 How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat well (c) 2012 by Brad VanAuken 2= not very well N = 163, 105 1= not at all
    • Democratic Party Perceptions by HH Income5.04.54.03.53.0 <$250,0002.5 $250,000+2.01.51.0 How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat well (c) 2012 by Brad VanAuken 2= not very well N = 234, 34 1= not at all
    • Republican Party Perceptions Overall How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat well 2= not very wellN = 261 (c) 2012 by Brad VanAuken 1= not at all
    • Republican Party Perceptions Democrats versus Republicans 54.5 43.5 3 Democrats2.5 Republicans 21.5 1 How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat wellN = 67, 29 (c) 2012 by Brad VanAuken 2= not very well 1= not at all
    • Republican Party Perceptions by Gender 54.5 43.5 3 Men2.5 Women 21.5 1 How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat wellN = 160, 101 (c) 2012 by Brad VanAuken 2= not very well 1= not at all
    • Republican Party Perceptions by Income 54.5 43.5 3 <$250,0002.5 $250,000+ 21.5 1 How well each word or phrase describes: 5 = extremely well 4 = very well 3 = somewhat well 2= not very wellN = 229, 32 (c) 2012 by Brad VanAuken 1= not at all
    • Democratic Party vs. Republican Party Perceptions5.04.54.03.53.0 Democratic Party2.5 Republican Party2.01.5 How well each word1.0 or phrase describes: 5 = extremely well 4 = very well 3 = somewhat well (c) 2012 by Brad VanAuken 2= not very well 1= not at all
    • Democratic Party vs. Republican Party Perceptions5.04.54.03.53.0 Democratic Party2.5 Republican Party2.01.5 How well each word1.0 or phrase describes: 5 = extremely well 4 = very well 3 = somewhat well (c) 2012 by Brad VanAuken 2= not very well 1= not at all
    • Personal Beliefs Overall The degree to which you believe 5 = completely 4 = mostly 3 = somewhat 2= a little 1= not at allN = 257 (c) 2012 by Brad VanAuken
    • Personal Beliefs OverallN = 257 (c) 2012 by Brad VanAuken
    • Personal Beliefs - Exact Wording of Choices• In personal freedoms as long as those freedoms do not harm others• We must aggressively pursue alternative energy sources to reduce our reliance on foreign oil• America will only remain strong as long as it has a strong middle class• Politicians are corrupted by large corporations and other special interests• Education is the most important driver of our country’s long-term success• Most politicians are self serving• In balanced budgets• Most politicians lie• Society has a role to play in helping underprivileged individuals• Corporate executives are paid too much• There are clear “rights” and “wrongs” in this world• Those who have more should contribute more to society• Elitists do not know what is best for the average person• If the government does not mandate protection of the environment, no one will• The USA should not intervene in other countries issues unless our national security is at stake• Market driven decisions are more beneficial than government driven decisions• Most decisions should be made locally• Generally ,people are good and can be trusted• Government is a part of the problem, not a part of the solution• The federal government is spending too much on social programs• The federal government is spending too much on security and defense• The primary role of the federal government is security and defense• The USA was founded on Christian values• Most people are selfish and dont care that much about others outside of their friends and family• Income taxes should be substantially reduced or eliminated• Most people on welfare are lazy and do not want to work (c) 2012 by Brad VanAuken
    • Personal Beliefs by Political Party In personal freedoms Most on welfare are lazy 5.0 Must pursue alternative energy Democratic Reduce/eliminate income taxes Strong middle class important Most people are selfish Politicians corrupted by special interests Republican 4.0 USA founded on Christian values Education is most important driver of Independent success 3.0 Conservative Primary role of government is defense Most politicians self serving 2.0 Fiscal Conservative Spending too much on defense In balanced budgets Libertarian 1.0Spending too much on social programs Most politicians lie Liberal Progressive Government is part of the problem Need to help underprivileged Progressive Libertarian People are good/can be trusted Corporate exectutives overpaid The degree to which you Most decisions should be made locally There are clear "rights" and "wrongs" believe: Market decisions better than Those who have more should contribute government decisions In nonintervention except for national more 5 = completely Elitists do not know what is best security Need government to protect the 4 = mostly environment 3 = somewhat N = 66,26,55,36,14,18,11,9,7 2= a little (c) 2012 by Brad VanAuken 1= not at all
    • Personal Beliefs by Gender5.04.54.03.53.02.52.0 Men1.5 Women1.0 The degree to which you believe: 5 = completely 4 = mostly 3 = somewhat N = 157, 100 (c) 2012 by Brad VanAuken 2= a little 1= not at all
    • Summary of Findings• Primary Democratic Party perceptions: diverse, compassionate, giving, determined and kind• Primary Republican Party perceptions: business friendly, determined, driven, entrepreneurial and decisive• Biggest differences between the two parties: business friendly, diverse, compassionate and giving• People who identify with the Democratic Party rate it more highly than the Republican Party against almost all personality attributes• People who identify with the Republican Party rate it more highly than the Democratic Party against almost all personality attributes• Many people identified with political parties or philosophies outside of the Democratic and especially the Republican parties. They identified with Independent, Conservative, Libertarian, Liberal, Fiscal Conservative, Progressive, Progressive Libertarian, Tea Party, Moderate and Social Democrat parties/philosophies. (c) 2012 by Brad VanAuken
    • Summary of Findings• The highest rated personal beliefs are: – In personal freedoms as long as those freedoms do not harm others – We must aggressively pursue alternative energy sources to reduce our reliance on foreign oil – America will only remain strong as long as it has a strong middle class – Politicians are corrupted by large corporations and other special interests – Education is the most important driver of our country’s long-term success• The highest rated beliefs are generally held by most people and have the least variation in response• The lowest rated personal beliefs are: – Most people on welfare are lazy and do not want to work – Income taxes should be substantially reduced or eliminated – Most people are selfish and dont care that much about others outside of their friends and family – The USA was founded on Christian values• Most people take a dim view of politicians. All of these personal beliefs scored high: – Politicians are corrupted by large corporations and other special interests – Most politicians are self serving – Most politicians lie• Most greatest variation in response occurred for the following personal beliefs: – The USA was founded on Christian values – The federal government is spending too much on social programs – Market driven decisions are more beneficial than government driven decisions – Income taxes should be substantially reduced or eliminated – The primary role of the federal government is security and defense (c) 2012 by Brad VanAuken
    • Implications• All political parties would do well to talk about personal freedoms, although they may be defined in different ways by different people (freedom to practice one’s own religion, right to bear arms, control over one’s body, etc.)• Pursuing alternative energy sources is almost universally embraced. All parties would do well to embrace this, although it might mean clean renewable energy to some and increased fossil fuel extraction in the U.S. for others. An objective long-term national energy policy independent of special interests would be welcomed.• People generally believe a strong middle class is necessary for a strong America. Being a champion of the middle class is a winning strategy.• The Democratic Party would do well to be more business friendly. The Republican Party would do well to be more compassionate. The Republican Party would also do well to embrace additional diversity.• The Republican Party will struggle with different factions with different agendas. Social and fiscal conservatives are quite different in their beliefs and priorities. (c) 2012 by Brad VanAuken
    • Implications• Political parties will struggle as long as people do not trust politicians to represent them (versus special interests).• Despite party polarization, there are a significant number of people that do not fit the belief profile of either major party, such as the group of people who are fiscally moderate to conservative and socially moderate to liberal. New labels are emerging to describe this variation in beliefs.• Substantive issues include the following: – Which is better at meeting the needs of the average U.S. citizen: markets or government – What should be decided and managed at a federal versus local level – The right balance of spending on social programs versus security/defense (c) 2012 by Brad VanAuken