Using Brand Equity and Personality Metrics to Predict the 2020 U.S. Presidential
Abstract
In this study, a multidimensional brand equity model and brand personality construct were employed to compare the brand strength of the two candidates for the U.S. presidency in 2020 (i.e., Joseph Biden and Donald Trump) among registered voters. The study was conducted to judge the predictive quality of these two metrics. Biden scored higher than Trump on brand equity and personality, but the scores were even among independent voters. Biden scored very similarly to Hillary Clinton in 2016, but Trump scored higher than his 2016 results.