Connectivity

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In corporate branding, Brand Relevance is the relationships buyers’ have with a product or service.  It is their “personal relationship” or “emotional connection” to the product that keeps them coming back for more.

While few individual voters have a direct personal relationship with presidential candidates, we can still gauge their perceptions by looking at attributes such as compassion, sensitivity to the needs of the poor and underprivileged, and the sense of their being “in-tune” with the state’s voters.  We call this brand attribute “connectivity.”

In this category, Giuliani and McCain are virtually tied, with raw scores of 20 percent and 19 percent, respectively, and net scores of 14 percent and 13 percent, respectively.

While Giuliani is seen as most compassionate and sensitive to the needs of the poor, McCain tops the former New York mayor as being most in-tune with South Carolina voters.