The increasing use of branding strategies and techniques employed by political candidates has created “brandidates” who are equally concerned, if not more, in managing their brand persona than presenting their policies for governing. Politicians are employing traditional branding and marketing strategies to create a brand personality in the minds of the electorate. The overall goal of the politician and/or party is to create a brand personality, based on the needs, desires, and wishes to win-over voters and motivate them to come to the polls. There is also the desire among politicians to associate their rivals and competitors with a negative brand personality. The purpose of this research is to determine which independent variables, societal priorities for the country (post-materialism) and political orientation (conservative/liberal), explain voter preference for different political brand personalities in Presidential candidates. Politicians can use this information to construct an brand personality image based on priorities of the target audience.