Familiarity

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The first step in building a brand is creating public awareness for a company, product or service. In political polling, this is often called “name i.d.”

In terms of Brand Awareness, the top-tier Republican candidates and potential candidates are fairly strong. John McCain and Rudy Giuliani are known by 99 percent of respondents, with Newt Gingrich close behind at 97 percent.

Nearly 90 percent know Mitt Romney, followed by two other potential candidates, George Pataki (77 percent) and Fred Thompson (75 percent). No other candidate goes above 71 percent, with Duncan Hunter, Tom Tancredo, John Cox, James Gilmore and Ronald Paul in the 50s.