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On Thursday Chinese version of the portrait marketing, the four candidates in the presidential election comes in ahead of polls show distinct profiles, according to the 2007 Presidential ImagePower survey that Landor Associates, agency branding and design, and research company Research International must make public tomorrow. Even the French saying not to have a political preference express clearly defined images of applicants, which was not the case with the similar survey conducted during the recent British elections.
A different light
Beyond the story, the exercise brings a different light on the vision that the public has of each of the personalities. The application of a grid marketing at the World Policy may surprise but the increased use by the parties of methods and tools of communication drawn from the business world, especially on the Net, it has laid the groundwork . "The brands are listed in the newspaper. The presiding at the choice of one relative to another, ie differentiation, relevance, esteem and knowledge, which is also directs the choice of a candidate to his face competitor, "justifies Speisser Luke, director of strategy and innovation at Landor France.
The outcome of the races: the images returned is linked to more candidates themselves as parties they represent. "Nicolas Sarkozy has the profile of a brand leader. From TF1 at Coca-Cola, the names are powerful and gather a wide audience. In general, they crystallize success, but other side of the coin, they can also be targets when one wants to criticize the system. This type of mark must be careful to preserve its strength through differentiation and the ability to give the public the impression that it represents, "explains Luc Speisser. "A number of references cited by the total sample, as Chanel or 607, embody the prestige à la française," says Marc Papanicola, managing director of Research International. In its own supporters, however, it is gaining accessibility: Decathlon ahead of Chanel and Ushuaïa ranks before Roger & Gallet in hygiene products.
"For Segolene Royal, distance from the PS mark to go to a premium brand, with gender but also classical," says Anne-Cécile Galloy, Director of Development for Landor. The directors of the study saw some of the items associated with the candidate reflects that focus in the collective imagination to active urban women: the mother with the Citroen Picasso or Evian, independent woman who that he wants life easier with Monoprix and the person who asserts itself through the magazine Psychologies "or" hygiene products Dove who have pointed out in its advertising campaigns featuring both rounds as seniors . "In marketing term, the advantage is a strong and unique identity. The risk is a big difference between the size and sophistication daily, "Judge Marc Papanicola.
Compared to his opponents, Francois Bayrou raises associations more rooted in the local culture as the Gites de France or Le Petit Marseillais. "It appears as a challenger brand. In the world of consumption, the claws of this kind are synonymous with simplicity, proximity and have a true capital sympathy. But on a straight-line basis, the challenge of challengers is not to be out of range by distributors and gain stature to become a leading brand, "notes Luke Speisser, spinning metaphor marketing.
Marks either women or men
The last candidate concerned by the study, Jean-Marie Le Pen, it can be associated with different brands among respondents stating that they have no preference policy as among his supporters declared. "It is a mark ambivalent, with duplicate images, making interpretations complex. The strength of a claw as it is to recruit profiles very different but the paradoxes make it difficult to manage, "said the Director General of Research International.
Finally, by applying an unusual mode of reasoning in the world political postures are very different brand can be applied to four candidates studied. Even if the public does not tend to assign values to real political teeth he buys. "In the collective imagination, there are marks of either women or men, or even neutral. But it is rarely assign dimensions left or right, "says Georges Lewi, an expert in strategy marks and leader of BEC Institute. For him, as subjects, few politicians are also consistent in their position that the main object as a brand, and is moving towards the multiplication of promises, what should rather avoid claws if they wish to keep their consistency. On 22 April, the shift in the polling stations will have, fortunately, nothing to do with the weekly visits to a large surface.
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