Donald Trump (R)

Throughout his presidency and into his re-election campaign, Trump has proved a master of brand-building merch marketing. In the eyes of his base, Trump is a champion of patriotism, “traditional” American values, and old-school toughness. He’s someone who’s not afraid to tell it like it is and protect America from perceived threats foreign and internal – political correctness be damned.

His merch routinely emphasizes this image. When, for example, there was controversy over NFL players refusing to stand for the national anthem a couple years ago, the Trump campaign released a football jersey with the number 45 – a reference to him being the 45th president – and the phrasing “Stand Up For America.” Playing on the perception that he’s hard-nosed, as well as the disdain many of his core supporters feel for Democrats, Trump has offered T-shirts that mock opponents like Rep. Adam Schiff. There have also been shirts that brazenly promote his controversial immigration policies – “Border Wall Construction Co.: Build The Wall” – and plastic straws that mock liberals who’ve made bans on disposable plastic straws an issue. “His brand continues to be very strong,” says Dr. Phani Tej Adidam, a marketing/entrepreneurship professor at the University of Nebraska at Omaha.

Bernie Sanders (D)

The runner-up to Hillary Clinton four years ago accentuates his brand as a progressive democratic socialist who’s a political outsider – a maverick who has challenged the hierarchy of America’s entrenched political class, both Republican and Democrat. Such elements are reflected in items that read “College for all, Medicare for all, Justice for all.” It’s also seen on a coach’s jacket aimed at the arts community (and Sanders’ arts-sympathetic base as a whole); phrasing on it reads, “The Art of a Political Revolution.” Then there’s a tote bag featuring a silhouette of Bernie raising a fist – a common symbol for expressing resistance to oppressive authority. A bright, multicolored crowd of people populates the interior of the silhouette, which is accompanied by the phrasing “Not Me. Us.”

Pete Buttigieg (D)

“Mayor Pete” emerged from obscurity and made a surprising run before dropping out of the race, and his atypical merch choices reflected his unique position. His apparel eschewed typical red, white and blue for yellows, lighter blues, navy and heathered grays. A millennial, Buttigieg’s swag featured young, fashion-forward styles, including fitted shirts and retail-esque dad hats. Then there’s the messaging that portrayed Buttigieg, a Harvard and Oxford graduate who served in the U.S. Navy Reserve, as a kind of anti-Trump – a calm, thoughtful man who cares deeply about all people and who values inclusivity. That’s reflected in shirts that referenced his husband Chasten (“Chasten For First Gentleman”), as well as T-shirts and totes that contain the following list of words: “Respect Belonging Truth Teamwork Boldness Responsibility Substance Discipline Excellence Joy” – Buttigieg’s self-proclaimed “Rules of the Road.”

Joe Biden (D)

The former vice president’s brand rests on the notion that he’s a highly experienced politician who has the toughness and acumen to defeat Trump and Republicans – first in the election and then on important issues once in the White House. The brand message is articulated in T-shirts that contain phrases like “Release Your Tax Returns or Shut Up” and “Beat Him Like a Drum,” the latter featuring graphics of drums and referencing the phrase Biden uttered to figuratively describe what he would do to Trump in the General Election.

“The Joe Biden store features a myriad of products and merchandise reflecting Joe’s commitment to public service and the core mission of this campaign: restoring the soul of America, rebuilding an inclusive middle class and unifying the country,” Jamal Brown, Biden’s national press secretary, told Counselor. “From the Cup O’ Joe mug and classic aviator tee to gear like the LGBTQ Biden Pride shirt that captures the essence of Joe’s progressive vision, we’re seeing tremendous enthusiasm for all things Joe Biden.”

Elizabeth Warren (D)

Before withdrawing from the presidential race, the Massachusetts senator used campaign merch to underscore her intended image as a strong, empowered feminist who champions equality for women and underrepresented/minority groups. T-shirts and totes messaged with “Impolite Arrogant Women Make History” and “It’s Time To Level the Playing Field” exemplified the theme. Warren also sought to position herself as a genuine independent who would work for common people while taxing the uber wealthy and not being beholden to big money special interests. That image was backed up by products that read “The Best President Money Can’t Buy” and the headline-grabbing mugs (and stickers) that bear the imprint “Billionaire Tears.”