The World Weighs in on U.S. Presidential Candidates Brand Images
June 15, 2008 by Susan Gunelius
Filed under Marketing
A study of people around the globe by Pew Research Center shows that the international community likes Barack Obama’s brand image more than John McCain’s. I suppose this isn’t a surprise.
The research shows that the world expects the next U.S. President to improve the country’s policies internationally, and they think Barack Obama will have a greater impact in implementing that change than John McCain.
Check out the results below which show the percentage of people who have “a lot or some confidence” in each U.S. Presidential candidate:
- U.S.: Obama 59%, McCain 60%
- Britain: Obama 74%, McCain 44%
- France: Obama 84%, McCain 33%
- Germany: Obama 82%, McCain 33%
- Spain: Obama 72%, McCain 19%
- Poland: Obama 53%, McCain 37%
- Russia: Obama 39%, McCain 22%
- Turkey: Obama 20%, McCain 5%
- Egypt: Obama 31%, McCain 23%
- Jordan: Obama 22%, McCain 23%
- Lebanon: Obama 34%, McCain 25%
- Australia: Obama 80%, McCain 40%
- China: Obama 36%, McCain 31%
- India: Obama 33%, McCain 28%
- Indonesia: Obama 52%, McCain 17%
- Japan: Obama 77%, McCain 40%
- Pakistan: Obama 10%, McCain 6%
- S. Korea: Obama 56%, McCain 31%
- Brazil: Obama 58%, McCain 35%
- Mexico: Obama 29%, McCain 19%
- Nigeria: Obama 48%, McCain 32%
- S. Africa: Obama 36%, McCain 28%
- Tanzania: Obama 84%, McCain 50%
Based on these results, it looks like Obama won the brand perception contest among the international community, and McCain has some work to do to win over the people around the world.
The lesson to be learned: your brand holds an image in the marketplace beyond your current customers. Keep that in mind because you never know who might have an impact on your business and brand in the long term.
Photo: Flickr
How much does Obama’s high ratings have to do with clear, consistent message of change? I think his campaign has done an outstanding job of telling people what is campaign is all about. The CHANGE theme has not changed at all. His website and everything associated with his “corporate” logo reinforces that.
You’re absolutely right, James. Obama’s campaign is a perfect example of how consistency and persistence play such a key role in effective branding. To this day, no one else has successfully challenged that role. I thought during the Democratic race that Hillary Clinton would have done better had she challenged her competitor with a slogan and branding such as, “Change with experience.” She touched on that briefly during her run, but I think a stronger focus on directly attacking her competitor’s strength would have made the Democratic race more interesting!
Sounds like another post for Brandcurve is in order!