Brand mapping Bush and Kerry

Considering "Bush" and "Kerry" as brands led Landor Associates (branding firm) and Penn, Schoen and Berland (research firm) to release a joint study comparing the attributes of both George Bush and John Kerry to well-known brands.

The charts at the right show brand-mapping by each set of likely supporters. Click on each graphic to expand it.

The results of the study show the following brand associations:

The study reveals Bush supporters associate the brand called Bush with brands that evoke attributes such as ... “reliable, humble, heritage, and solid.”

Kerry supporters associate the brand called Kerry with brands that convey attributes of “high-quality, high-performance, hip, and young.” Undecided voters associate more trendy and upscale brands with Kerry and attach more common and mainstay brands with Bush.

And here is the advice Landor's Managing Director Allen Adamson would give to each of candidates if they are to make their individual brand more attractive to undecided voters:

"... Kerry must prove that he has substance, that he's not all flash and marketing. Bush, on the other hand, must focus on emphasizing that his strengths – stability and reliability – are more important than being ultra-modern or progressive."