The 2016 presidential election was an outcome most people would have not expected. The Republican nominee for this election was businessman Donald Trump his running mate Indiana governor Mike Pence. The Democratic nominee was former Secretary of State Hilary Clinton with her running mate U.S. senator from Virginia Tim Kaine. The election took place on November 8th, 2016 and although Hilary Clinton won the popular vote, Trump came out victorious with the electoral vote and won the 2016 presidential election.
Donald Trump’s slogan for the 2016 election was “Make America Great Again” similar to Ronald Regan’s slogan in 1980 “Let’s Make American Great Again.” Trump based his platform heavily on immigration, international trade deals, and repealing financial and environmental regulations. He proposed immigration laws against Mexicans and building a wall on the border between Mexico and the United States. Trump also wanted the Mexican government to pay for the construction of the wall. Trump also proposed that all undocumented immigrants in the United States should be deported back to their home country and later stated that all undocumented immigrants that have not committed a crime may stay as long as they paid back all taxes.
Trump advocated repealing multiple acts that Obama had in place, such as the Affordable Care Act and/or Obamacare. On social issues, Trump suggested that women who have abortions should be punished, although he says there are exceptions with incest, rape, and any health complications of the mother. He says he believes in traditional marriage of a man and a woman and that it was up to the states if transgender people should use restrooms corresponding to their gender identity (Donald Trump presidential campaign, 2016).
Trump had a numerous amount of scandals in the 2016 election. Sexual-assault allegations, beauty pageant scandals, racial housing discrimination, mafia ties, and Trump University are just a couple of scandals that came out in the election. There were many factors that played a role in Trump winning the 2016 election. He established brand identity, he capitalized on the power of the brand name Trump. This made Americans associate power with luxury, wealth, and celebrities. He used a message/slogan that would stand out to more closeminded people. He offered and created a value for change. He made the voters look more at what he planned to change than how much it would cost for him to create a certain change.
An example of this would be the wall. He communicated this plan by creating the slogan “Make America Great Again”. He also mainly targeted voters who felt their basic need for public safety was stripped from them. Trump made other candidates look unappealing, he had names for candidates that would make voters judge upon the nicknames such as “Crooked Hilary” and “Lyin’ Ted.’’
Trump used a problem/solution marketing formula. The problem was the nation being in an economic trouble and the nation looked at him as the man to fix it as he is a businessman. The biggest factor was social media. Trump used twitter as a platform name for himself and connect with voters. This strategy helped Trump build attitudinal loyalty, the degree to which a customer prefers or likes a brand, rather than behavioral loyalty, when a customer buys a product out of habit.