Experience, guts and honesty are what count for presidential candidate ‘brands’
Regardless of a voter’s political leanings, perceptions about the candidates are remarkably similar. It’s clear that the candidates’ brands and distinguishing traits, both good and bad, are well established. A recent survey by AYTM and IPSOS asked 1000 nationally representative respondents to rate the eight leading candidates across nine factors: experience, honesty, guts, leadership, personal likability, handling domestic policy, handling foreign policy, working with Congress, and concern for regular people. Out of these nine, the three factors which most distinguish the candidates are experience, guts, and honesty.