As public opinion continues to fluctuate on whether Donald Trump is the best candidate for the presidency, research consultancy firm Brand Keys has found that Trump’s golf club brand perception has been improved by his presidential bid, even as his brand power in other industries has faltered.
With each debate appearance, tweet and stump speech, public perception of Donald Trump and his bid for the presidency continues to fluctuate. A survey recently conducted by Brand Keys examined the Trump brand in seven categories, and found that Trump’s presidential bid has boosted his brand power in the country club and golf club industry, even as it is negatively affecting other aspects of his business.
The Brand Keys survey of pre-presidential candidate Trump found that adding the Trump name increased the perceived value of products or services from 20% to 37% in seven categories: TV/Entertainment, Country/Golf Clubs, Real Estate, Dress Shirts, Ties, Suits and Watches. The most recent survey examined how presidential candidate brand Trump is affecting Trump the brand.
Each category below shows figures for the Human Brand, then Presidential Brand, and the Added Value/Differential:
TV/Entertainment: 37% 43% + 6%
Country/Golf Clubs: 35% 40% + 5%
Real Estate: 30% 30% Unchanged
Dress Shirts: 30% 22% -8%
Ties: 29% 23% -6%
Suits: 25% 19% -6%
Watches: 20% 11% -9%
The study was conducted August 26 to September 7 among 1,713 respondents, each of whom qualified as a “consumer” in the categories examined. Interviews were conducted via telephone and online. Respondents assessed products and services using emotional engagement assessments to determine how the “Trump” name positively or negatively affected an unbranded version of the product/service offering. Results are compared to a similar study conducted before Trump announced his candidacy. Survey has a margin of error of + 2% with current results generalizable at 95% confidence.
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