Brand Analytics Tips – Branding and Politics

Tom H. C. Anderson
January 7th, 2016

Text Analytics Tips - Branding

Ford = Donald Trump and Adidas = Bernie Sanders!
Text Analysis of 500 Brands by Political Affiliation – by Tom H. C. Anderson
(Final part of this week’s Brand Analytics post)

During the last two days we’ve analyzed a very simple open-ended/comment survey question, namely Q. When you think of brand names, what company’s product or service brand names first come to mind?”. While OdinText can handle this question easily right out of the box without any customization, doing the types of analysis we’ve been doing either by human coding method, or any other text analytics software, or scripting in R and Python etc. would have been difficult to impossible.

While we could certainly continue to analyze this brand awareness question, which can be very useful in brand equity tracking or advertising effectiveness , I’m going to end the analysis of this question today by looking at a variable I thought would be interesting, namely political affiliation.


Politics of Brands

Are major brand names politically affiliated? There has been some previous research into this question by looking at how corporations tend to make political donations. In fact, there’s even an iPhone app called, you guessed it, BuyPartisan which compiles campaign finance data from the top Fortune 500 companies and matches it with their products. But do Republicans and Democrats have different brand consideration sets?

Today we’ll look at our recent random sample of over a thousand Americans to see if there is a significant link between unaided top of mind brand awareness and political affiliation in hopes of understanding which liquid soap if any Donald Trump supporters might be more likely to buy.

Political Polling Democrat Republican Text Analytics Chart

Though there isn’t a statistically significant differences between Democrats and Republicans across the majority of the 500+ brands mentioned in our study, there are a few notable exceptions.

The most Republican brand out there is Dawn. For some reason this liquid soap is TEN times more likely to be mentioned by Republicans as Democrats (3% vs. 0.3%)!

Five other popular brands that skew significantly more Republican than Democrat are Ford (12% vs. 6%), Kellogg’s (4% vs. 1%), Palmolive and Wells Fargo (both 1.4% vs. 0%).

Conversely, brands that are more likely to be Top of mind among Democrats are Air Jordan (2.3% vs. 0%), Target (7% vs. 3%), Adidas (5% vs. 2%), and Bose (1.4% vs. 0%).

Why some of these differences? Your guess is as good as mine. In some cases like Dawn, perhaps it has to do with National distribution channels and more ‘Red States’ getting stocked with this brand? Interestingly though, according to BuyPartisan, “buying Dawn dish soap will support the Republican party”, so perhaps there is more to some of these categories. In other cases like Air Jordan and Adidas (the latter which is German), these two brands at least are perhaps more likely to be seen in larger urban settings and therefore more ‘blue’?

Blogging about brands for the past three days was more fun than I thought. Several people reached out to us with further questions. Of course if anyone would like additional information on OdinText please fill out our simple text analytics demo request.

Please come back next week for more Text Analytics Tips as we plan to explore a very different data set with different insights.

Tom @OdinText


[NOTE: Tom H. C. Anderson is Founder of Next Generation Text Analytics software firm OdinText Inc.]


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