Download - 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
(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 Identification
N = 321
(c) 2012 by Brad VanAuken
Gender
N = 321
(c) 2012 by Brad VanAuken
Age Range
N = 314
(c) 2012 by Brad VanAuken
Household Income Range
N = 321
(c) 2012 by Brad VanAuken
Religion
N = 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
N = 268
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
Republican Party PerceptionsOverall
N = 261
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
How well each word or phrase describes:
5 = extremely well4 = very well3 = somewhat well2= not very well1= not at all
(c) 2012 by Brad VanAuken
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
(c) 2012 by Brad VanAuken
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
(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
(c) 2012 by Brad VanAuken
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 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
(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