November 2, 2010

WHAT'S JETBLUE?:

Consumers' Hearts Bleed Red -- and Blue: Top U.S. Brands Favored Much Higher Among One Political Party or the Other, Survey Finds (Nat Ives, October 25, 2010, AdAge.com)

Google is the top brand for Democrats, according to an index incorporating consumer impressions of its quality, its value, their satisfaction with it, its reputation, their willingness to recommend it and their general impression of it. Google doesn't appear in Republicans' top 10.

Republicans, on the other hand, rank Fox News tops; Fox News, perhaps not surprisingly, doesn't appear on the list of Democrats' favorite 10 brands.

JetBlue is the third-ranked airline brand among Democrats, but doesn't crack the top five among Republicans, the BrandIndex analysis shows. Republicans rate Aflac among their top five insurers, while Democrats make room for Progressive.

Although consumers aren't usually buying a big brand because they think its owners are actually on their political "side" -- potential exceptions such as Ben & Jerry's aside -- marketers may well benefit from knowing how political partisans view them.

Posted by Orrin Judd at November 2, 2010 6:15 AM
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