Rudy Giuliani: American Icon Loses Some Ground To Thompson

In April, Giuliani’s brand strength was clearly personality or brand appeal.  In our latest survey, Giuliani’s biggest strength is performance – not because he’s improved significantly in that area, but more because a new product in the marketplace has taken a bit of the luster off Giuliani in terms of personality.

In April, Giuliani’s average personality rating was 29 percent (tops for all Republican candidates) versus 21 percent in September.  Those saying Giuliani was the “most interesting” candidate fell ten points to 25 percent.  His net likability rating fell from 34 percent in April to 19 percent in September.

On the other hand, Giuliani’s net performance rating (20%) has risen four points since April.  He trailed McCain 34 to 16 percent in this area in April.  Today he’s just six points behind McCain.

What We Said in April:

• Giuliani is likable, interesting and inspiring.  While he lacks experience in national affairs, the reputation he earned while dealing with 9/11 leaves him in good stead with Republican voters.  If Giuliani were a car, we think of him as a Toyota RAV4 – a crossover vehicle with a different kind of appeal in a Republican field.
• As an insurance company, Giuliani is a bit like Allstate – “You’re in good hands.”
• If he were a pair of jeans, we see Giuliani as a new pair of Levi’s – it’s an All-American brand, but you still need some time to make them real comfortable.

Brand Attributes

• Solid reputation
• Interesting
• Trustworthy
• Improved performance numbers
• Losing some voters drawn by his personality to Fred Thompson
• Likability numbers falling