Ivanka Trump in bottom 10 brands for consumer perception in the US

By

Cassidy Mantor

Published
Nov 3, 2017

A YouGov BrandIndex study revealed the Ivanka Trump brand ranks in the bottom 10 for consumer perception out of 1,600 brands studied over the past six months.

The study asked Americans their opinions on 1,600 brands based on stories from the news. Not surprisingly, Republicans said they had generally positive opinions on Ivanka Trump, while Democrats had mainly heard negative news about the brand.

Interestingly however, Democrats also responded that they have been hearing increasingly positive news about the Ivanka Trump brand which is marginally improving their perception. The change coincided with the publication of Trump's book, "Women Who Work." Republicans, conversely, have shown a slight decline in their perception of the brand's value.

While Ivanka Trump stepped away from her brand to work in the White House, her namesake brand has been under fire. The brand's factories abroad reportedly had some of the worst labor conditions in the world and, in the US, the Ivanka Trump brand has faced multiple intellectual property lawsuits. It recently settled one over trademarked fabric but is still actively defending itself against Aquazzura.

YouGov BrandIndex also studied the Trump Hotel brand which also came in among the bottom 10 for consumer perception. The brand fell far behind other luxury hotel competitors including Omni Hotels and Ritz-Carlton for quality, value and satisfaction.

YouGov BrandIndex studied consumer perceptions of Americans age 18 and older to complete the study. Each study polls 2.5 million Americans. For 2017, Old Navy was perceived to be the most positive retail clothing brand in the US, while Kohl's came in second. Dove got the top spot for personal care and Amazon beat out Costco for top discount retail brand.