Study: Shutdown Savages Party Brands

GOP scores show brand could be in trouble

In what should come as a surprise to no one, both Democrat and Republican party brands are taking a hit during the government shutdown. Brand research firm Brand Keys has quantified the hit to each political party and found that while both are suffering, the GOP brand could actually be affected more negatively.

On Tuesday, the day the government shut down, the GOP brand decreased by 16 percent and the Democratic party dipped 9 percent, according to Brand Keys.

Although both parties started off a year ago with what Brand Keys would call average brand scores of 83 percent for Democrats and 76 percent for Republicans, the shutdown puts the GOP brand on shakier ground.

"65 percent is a brand in trouble," said Robert Passikoff, president of Brand Keys. "When you get to the low 60s, you're not meeting consumers' brand expectations."

Because Dems started off at a higher level, Passikoff they can weather bad times a little better. "Consumers are more likely to give the party the benefit of the doubt," he said.

Brand Keys' analysis was based on how 253 registered Democrats and 267 registered Republicans each defined the expectations of their party brand based on four engagement drivers, action, compassion, perception, and resolve.

If the shutdown remains in effect next week, the company plans to check again to see if consumer expectations fall any lower.