Brand President and (Sub-Brand) Vice President

And just like consumer packaged goods customer segments, while the drivers apply equally to self-described Republicans, Democrats and Independents, voters claiming loyalty to each party rank the drivers differently in terms of what's important to them, hence different party affiliations, convictions, and philosophies.

So when we apply loyalty and engagement assessments to the presidency, here's how the parties rank the drivers. An asterisk next to the value indicates that's where that voter group have the highest expectations regarding the candidate.

Democrats

1. Perception
2. Resolve
3. Compassion*
4. Action

Republicans

1. Resolve
2. Perception
3. Action*
4. Compassion

Independents

1. Resolve
2. Perception
3. Compassion*
4. Action

It was called to our attention by a professor in the political science department of Duke University that the way in which the parties "saw" the ideal presidency explained a lot about voting patterns. Independents were more like Republicans in how they saw their ideal president and, therefore, were, as history has shown, more likely to vote for a Republican candidate.

As regards the vice presidency, there are, as one might expect, some slight variations in how the Ideal #2 is envisioned and with different aspects with high expectations.

Democrats

1. Resolve
2. Perception*
3. Compassion
4. Action

Republicans

1. Perception
2. Action*
3. Resolve
4. Compassion

Independents

1. Resolve
2. Perception*
3. Compassion
4. Action

We note for the record that as regards the ideal vice president, Independents are precisely in line with Democrats, which may make the #2 running mate more important in this election.

We are able – just like B-to-B and B-to-C brands – to calculate an index of how well a candidate meets – or even exceeds – the expectations that the electorate hold for the office of the president and vice president. The indices are benchmarked against 100. Higher is better. Some things in research never change!

As of the first week of October, aggregate Democratic, Independent, and Republicans ratings are as follows:

Ideal President: 112
John McCain: 107
Barack Obama: 111

Ideal Vice President: 110
Joe Biden: 107
Sarah Palin: 104

So, on the basis of loyalty and engagement assessments, this week it appears that Mr. Obama is going to be the newest White House resident. But we are also alert to the fact that, just like the consumer marketplace, how a brand is perceived can change quickly.

For sure, there will be winners and losers and they can take solace in the observation of President Ronald Reagan, "Politics is not a bad profession. If you succeed there are many rewards. If you disgrace yourself, you can always write a book."

Robert Passikoff is founder and president of Brand Keys.