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If Candidates Were Brands

Posted by: Amy Edel-Vaughn on July 01, 2012

Interbrand Mexico's Unique Report

Polls opened at 8am CST in México this morning, beginning a 12-hour historic vote across the nation for the office of president, legislative seats and governors. Looking at these dramatic races, Interbrand México undertook an unprecedented analysis of the candidates, asking, “If the candidates were brands, how strong would they be?”

Partido Revolucionario Institucional (PRI) ruled in Mexico for 71 years before being ousted in 2000 with Vincente Fox’s win. Fox, of Partido Acción Nacional (PAN), inaugurated a 12-year rule for PAN. Presidents in México may only serve a single six-year term, and in 2006 Felipe Calderón of PAN won the seat. PAN’s reign may come to an end today though, as Enrique Peña Nieto of PRI leads in the polls, and gains for PRI in the legislation are also predicted.

Working with México’s leading political market research firm, Consulta Mitofsky, Interbrand examined each candidate using its proprietary Brand Strength Analysis. Six pillars measure brand perception: authenticity, relevance, understanding, consistency, presence and differentiation.

Enrique Peña Nieto is a charismatic former governor, emerging as a front-runner in the presidential election going into today’s vote. Andrés Manuel López Obrador is a former México City mayor and was in the lead in the polls for the presidential race in 2006, losing by half a point to Calderón. Obrador, of the Partido de la Revolución Democrática (PRD) is in second place in the polls. Coming in third in the polls going into today’s election is Josefina Vázquez Mota, a businesswoman with PAN.

Will the candidate representing the party ousted 12 years ago after seven decades of control win? Will there be a surprise and the winner will be the former mayor who nearly won in 2006 and led controversial street protests after his defeat, protesting the election results, and now is raising the issue of fraud again in 2012 before the vote? Will México see its first female president, retaining control for PAN?

Up for grabs as well are 128 seats in the Cámara de Senadores and 500 seats in the Cámara de Diputados. Also six states are holding gubernatorial races. PRI candidates appear to lead in the polls in these races as well, possibly creating an historic return of the party nationwide.

Interbrand’s analysis of each candidate, unlike traditional reviews of campaigns, examined each as it does traditional brands. As results are in, it will be interesting to see if the candidates with the greatest brand strength dominate today’s elections.

Amy Edel-Vaughn is Interbrand’s Community Manager.

(Note: Interbrand México's report is in Spanish.) 

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