Reputation
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The first real test of a brand’s strength is Reputation. We measure reputation by asking respondents their view of each candidate: very favorable, somewhat favorable, somewhat unfavorable, very unfavorable, no opinion but heard of, never heard of or don’t know. From the raw number of favorables, we then subtract the unfavorables to arrive at a net score.
Giuliani and McCain are far ahead of the other candidates. Giuliani’s is viewed favorably by 72 percent, with McCain at 69 percent. Potential candidate Gingrich and Mitt Romney score in the mid-50s. The others candidates range from Fred Thompson at 41 percent to John Cox at just 8 percent.
Net scores generally follow the same pattern, although with fewer negatives than Gingrich, Romney lands in the third spot at 33 percent. Giuliani remains in front with a net score of 50 percent, with McCain at 42 percent.
