Mitt Romney: American Idol Strengthens His Brand

In April, Romney’s brand identity largely rested on one attribute – that he looks the most presidential of all the Republican candidates.  Twenty-five percent of Republicans still agree, up from 21 percent in April.

But Romney has also strengthened his brand identity in other areas. His favorability rating has improved from 52 percent to 64 percent; his average personality score is up a point; his average performance score is up two points, and he’s held relatively steady in terms of connectivity.

What We Said In April

• Mitt Romney looks and talks like a president – even though voters don’t know a whole lot about him yet.
• Romney is a Dodge Viper – it looks like it’s built for speed, but is too unfamiliar to the average driver to know for sure.
• No jeans for this guy. He’s high thread-count, plain-front, no-pleats chinos from Brooks Brothers.
• Romney is Starbucks, where the atmosphere is nearly as important as the coffee.

Brand Attributes

• Makes favorable Impression
• Likable
• Looks presidential
• Questions about trustworthiness
• Lack of relevant experience
• Questions about international respect