Key Dimensions of Branding

We’ve identified five key dimensions of product/service branding and correlated them to Presidential Brands in the following ways:

Product/Service

Branding

Presidential Branding

Brand Awareness

Familiarity

How well-known is the brand? Do prospective customers think of it first when identifying competitors within the category?

Candidate name recognition and general impressions

Brand Reputation

Reputation

How do consumers feel about the brand? Does the name generate positive reactions and expectations? How strong is its general image?

Favorable versus unfavorable impressions

Brand Appeal

Personality

What are the distinguishing qualities or attributes that consumers associate with the brand? How well do these perceptions fit with the brand’s strategic positioning?

Attributes such as “trustworthy, interesting, likable, warm and charming and ‘looks presidential’”

Brand Performance

Performance

How well does the brand perform in its core business according to customers? How satisfied and loyal are customers? Is the brand performing up to expectations?

 Most respect from other countries, most prepared to be president, most relevant experience, most intelligent, best plan for Iraq war

Brand Relevance

Connectivity

How well does corporate commitment to customer service match the brand’s image? Do customer contact points with the brand consistently reinforce the brand’s positioning?

Compassionate, in-tune to the voters of South Carolina, sensitive to the needs of the poor and underprivileged