PhotoWho won last night's Clinton-Trump debate? It's up to you to decide, but marketing experts say there's not much debate about how the Trump brand is being affected by its namesake's presidential bid.

Not well is the brief answer, according to Brand Keys, the New York-based brand loyalty and emotional engagement research consultancy known for its annual Brand Keys 2015 Customer Loyalty Engagement Index (CLEI).

A Brand Keys survey found that, while Trump's presidential campaign may be helping his TV/Entertainment and Country Clubs/Golf Courses categories, it is hurting nearly everything else -- things like “shirts, ties, suits, and jewelry, they have been significantly degraded, as shown in this table:

Category

Human Brand

Presidential Brand

Differential

TV/Entertainment

37%

43%

6%

Country/Golf Clubs

35%

40%

5%

Real Estate

30%

30%

0%

Ties

29%

23%

-6%

Suits

25%

19%

-6%

Watches

20%

11%

-9%

All changes,– up and down,– are at the 95% confidence level,” said Brand Keys president Robert Passikoff. 

“Given the results of the Brand Keys’ survey, it appears that customers "aren'’t as magnanimous as they were in simpler times,”" added Passikoff.

Methodology

The study was conducted August 26th to September 7th among 1,713 respondents, each of whom qualified as a “consumer” in the seven categories examined. Interviews were conducted via telephone and online. The survey has a margin of error of + 2%, while current results are generalizable at the 95% confidence.


Share your Comments