U.S. Political Parties as Brands

(c) 2012 by Brad VanAuken

U.S. Political Parties as Brands

Perceptions of the Democratic and Republican Parties

Prepared by Brad VanAukenBrand consultantAuthor, Brand Aid


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


Political Party Identification

N = 321


Gender

N = 321


Age Range

N = 314


Household Income Range

N = 321


Religion

N = 321


State of Residence

• 38 of 50 states represented in survey, roughly in proportion to their populations, with an oversampling of New York State residents


Democratic Party Perceptions Overall

N = 268

How well each word or phrase describes:

5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all


Democratic Party PerceptionsDemocrats vs. Republicans

Diverse

Compassio

nateGivi

ng

Determ

ined KindSm

art

Driven

Optimistic

Since

re

Visionary

Deep th

inking

Responsiv

e

Collaborati

ve

Innovative

Succe

ssful

Easy

going

Happy

Selfless

Easy

to w

ork with

Trustw

orthy

Decisiv

e

Effec

tive

Entre

preneu

rial

Busines

s Frie

ndly1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

DemocratsRepublicans

N = 68, 29




Democratic Party Perceptionsby Gender

Diverse

Compassio

nateGivi

ng

Determ

ined KindSm

art

Driven

Optimistic

Since

re

Visionary

Deep th

inking

Responsiv

e

Collaborati

ve

Innovative

Succe

ssful

Easy

going

Happy

Selfless

Easy

to w

ork with

Trustw

orthy

Decisiv

e

Effec

tive

Entre

preneu

rial

Busines

s Frie

ndly1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

MenWomen

N = 163, 105




Democratic Party Perceptionsby HH Income

Diverse

Compassio

nateGivi

ng

Determ

ined KindSm

art

Driven

Optimistic

Since

re

Visionary

Deep th

inking

Responsiv

e

Collaborati

ve

Innovative

Succe

ssful

Easy

going

Happy

Selfless

Easy

to w

ork with

Trustw

orthy

Decisiv

e

Effec

tive

Entre

preneu

rial

Busines

s Frie

ndly1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

<$250,000$250,000+

N = 234, 34




Republican Party PerceptionsOverall

N = 261




Republican Party PerceptionsDemocrats versus Republicans

Busines

s frie

ndly

Determ

inedDriv

en

Entre

preneu

rial

Decisiv

e

Succe

ssful

Smart

Effec

tive

Innovative

Happy

Visionary

Optimistic

Responsiv

e

Since

re

Deep th

inking

KindGivi

ng

Trustw

orthy

Compassio

nate

Collaborati

ve

Easy

to w

ork with

Easy

going

Selfless

Diverse

1

1.5

2

2.5

3

3.5

4

4.5

5

DemocratsRepublicans

N = 67, 29




Republican Party Perceptionsby Gender

Busines

s frie

ndly

Determ

inedDriv

en

Entre

preneu

rial

Decisiv

e

Succe

ssful

Smart

Effec

tive

Innovative

Happy

Visionary

Optimistic

Responsiv

e

Since

re

Deep th

inking

KindGivi

ng

Trustw

orthy

Compassio

nate

Collaborati

ve

Easy

to w

ork with

Easy

going

Selfless

Diverse

1

1.5

2

2.5

3

3.5

4

4.5

5

MenWomen

N = 160, 101




Republican Party Perceptionsby Income

Busines

s Frie

ndly

Determ

inedDriv

en

Entre

preneu

rial

Decisiv

e

Succe

ssful

Smart

Effec

tive

Innovative

Happy

Visionary

Optimistic

Responsiv

e

Since

re

Deep th

inking

KindGivi

ng

Trustw

orthy

Compassio

nate

Collaborati

ve

Easy

to w

ork with

Easy

going

Selfless

Diverse

1

1.5

2

2.5

3

3.5

4

4.5

5

<$250,000$250,000+

N = 229, 32




Democratic Party vs. Republican Party Perceptions

Diverse

Compassio

nateGivi

ng

Determ

ined KindSm

art

Driven

Optimistic

Since

re

Visionary

Deep th

inking

Responsiv

e

Collaborati

ve

Innovative

Succe

ssful

Easy

going

Happy

Selfless

Easy

to w

ork with

Trustw

orthy

Decisiv

e

Effec

tive

Entre

preneu

rial

Busines

s frie

ndly1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Democratic PartyRepublican Party




Democratic Party vs. Republican Party Perceptions

Busines

s frie

ndly

Determ

inedDriv

en

Entre

preneu

rial

Decisiv

e

Succe

ssful

Smart

Effec

tive

Innovative

Happy

Visionary

Optimistic

Responsiv

e

Since

re

Deep th

inking

Kind

Giving

Trustw

orthy

Compassio

nate

Collaborati

ve

Easy

to w

ork with

Easy

going

Selfless

Diverse

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Democratic PartyRepublican Party




Personal Beliefs Overall

The degree to which you believe

5 = completely4 = mostly3 = somewhat2= a little1= not at all

N = 257

Personal Beliefs Overall

N = 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 don't 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


Personal Beliefs by Political PartyIn personal freedoms

Must pursue alternative energy

Strong middle class important

Politicians corrupted by special interests

Education is most important driver of success

Most politicians self serving

In balanced budgets

Most politicians lie

Need to help underprivileged

Corporate exectutives overpaid

There are clear "rights" and "wrongs"

Those who have more should contribute more

Elitists do not know what is bestNeed government to protect the environment

In nonintervention except for national security

Market decisions better than government decisions

Most decisions should be made locally

People are good/can be trusted

Government is part of the problem

Spending too much on social programs

Spending too much on defense

Primary role of government is defense

USA founded on Christian values

Most people are selfish

Reduce/eliminate income taxes

Most on welfare are lazy

1.0

3.0

5.0Democratic

Republican

Independent

Conservative

Fiscal Conservative

Libertarian

Liberal

Progressive

Progressive Libertar-ian

N = 66,26,55,36,14,18,11,9,7

The degree to which you believe:

5 = completely4 = mostly3 = somewhat2= a little1= not at all(c) 2012 by Brad VanAuken


Personal Beliefs by Gender

In personal fr

eedoms

Must pursu

e alternative

energy

Strong m

iddle class

importa

nt

Politicia

ns corru

pted by specia

l interests

Education is

most

importa

nt driv

er of s

uccess

Most politi

cians s

elf servi

ng

In balanced budgets

Most politi

cians l

ie

Need to help underpriv

ileged

Corporate exectu

tives o

verpaid

There are clear "

rights"

and "wrongs"

Those w

ho have m

ore should co

ntribute m

ore

Elitists

do not know w

hat is best

Need government t

o protect the envir

onment

In nonintervention exce

pt for n

ational secu

rity

Market d

ecisions b

etter than gove

rnment decis

ions

Most decis

ions should be m

ade loca

lly

People are good/can be tr

usted

Government is

part of t

he problem

Spending too m

uch on so

cial p

rograms

Spending too m

uch on defense

Primary

role of gove

rnment is defense

USA founded on Chris

tian values

Most people are se

lfish

Reduce/e

liminate in

come ta

xes

Most on w

elfare are la

zy1.01.52.02.53.03.54.04.55.0

MenWomen

N = 157, 100

The degree to which you believe:

5 = completely4 = mostly3 = somewhat2= a little1= 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.


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 don't 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


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.


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

Documents

U.S. Political Parties as Brands