Nov 1, 2017

Trump Hotels and Ivanka Trump rank near bottom in brand perception survey

YouGov will announce today that out of all 1,600+ brands for which it conducts daily consumer perception surveys, both the Trump Hotels and Ivanka Trump brands fall in the bottom 10.

Data: YouGov BrandIndex; Chart: Chris Canipe / Axios

YouGov BrandIndex began tracking the popularity of the brands in May in response to overwhelming requests for their rankings, and the announcement comes after six months of data has been collected.

Perspectives on Trump Hotels and Resorts are highly polarized based on political affiliation, but even though Republicans have the highest perception scores, those scores are still pretty low. High-end rivals like Four Seasons and Ritz Carlton fare far better.

One surprising thing: Consumer perception of the Ivanka Trump brand among Democrats and Independents has been rising since YouGov started tracking these brands in May, while Republican perception of the Ivanka Trump brand has been declining. YouGov notes that Ivanka Trump's brand rose earlier this summer with the publication of her book "Women Who Work."

Methodology: YouGov BrandIndex (www.brandindex.com) is the only daily consumer perception research service of brands, interviewing 4,800 people each weekday from a representative US population sample. Respondents are drawn from an online panel of more than 1.8MM individuals. YouGov BrandIndex tracks the perception of more than 1,600 major brands daily.

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