Marketing Faculty Publications and Presentations

EXPLORING THE AWARENESS OF THE BRAND NAME: “THE GOP”

Document Type

Article

Publication Date

Fall 2021

Abstract

This paper attempts to begin to address possible brand name conflict related to the Republican Party’s use of the acronym, “The GOP,” as a second brand name. The use of multiple brand names for the same product or service may lead to weaker overall brand awareness and brand identity. The use of the brand names, “The Republican Party” and “The GOP,” within promotional and news items may result in content being attributed to the incorrect political party by the American electorate. Current news items often include the brand name, “The GOP,” and often interchange the brand name, “the GOP,” with the brand name, “The Republican Party/Republicans.” This paper provides a review of the origin of the brand name, “The GOP,” followed by a review of related branding issues. The results of a related survey exploring the recognition of the brand name, “The GOP,” among college students is presented followed by various implications, limitations, and recommendations.

Publication Title

Journal of Business and Educational Leadership

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