Branding by Association
Barack Obama. Lately, his name is a powerful one by itself. When I saw his name paired with Ted Kennedy’s earlier this week, I didn’t know what to say.
The Kennedy name carries a vast history of political excellence with it. By endorsing Obama, Kennedy is lending that political capital, and all the brand equity that comes with it, to the junior Senator from Illinois. Obama’s already powerful political brand has become just that much more so by associating with Kennedy’s. It might just be strong enough to fight against the endearing Clinton legacy on the other side of the election.
I can’t but wonder what brands I would associate with if my name held so much brand equity. Coca-cola would be even more of a force in the market, classic literature would make a comeback, and every network would be fighting for the rights to the MacGyver franchise.
I think Obama is making a mistake by co-branding with Kennedy. Just like Clinton, the Kennedy name comes with a lot of baggage and scandal. I think the allure of Obama is that he is relatively inexperienced. Voters are very unhappy with the political system and his lack of experience conveys a disengagement with that system.
Disclaimer: Please don’t read my comment as a personal endorsement for any candidate or party. Commenting on politics can be such a slippery slope…
The Kennedy name was a powerful brand in the 1960s, but Ted Kennedy has not maintained it. Senator Kennedy’s reputation makes his endorsement a mixed blessing, at best.
In answer to the last paragraph. . . how has your “brand” increased by associating with me? I know that our relationship has increased my personal brand substantially!