David Maddox: The numbers game (6)

Reading the polls lately has been a form of masochism for members of the Labour Party, although the Holyrood voting intention Yougov poll at the weekend provided some light relief.

But on a UK level Gordon Brown (pictured right in an appropriately despondent pose), has consistently being staring at a double figure gap with David Cameron (pictured left with a big smile on his face).

However, new research from Professor Paul Whiteley of the University of Essex, has revealed that Mr Cameron may not have quite so much to grin about and, indeed, Mr Brown should cheer up.

In a piece for the House magazine in Westminster, Prof Whiteley has looked at the strength of the Labour and Conservative brands in terms of how people identify themselves.

This has revealed that UK-wide 27% identify themselves as Labour, one per cent ahead of the 26% who see themselves as Conservative.

Prof Whiteley's points out that Labour have consistently run ahead of the Tories in this brand identity test.

And as he concluded: "The Conservatives lead in voting intentions has occurred because non-partisans prefer them to Labour. But non-partisans are fickle and can rapidly change their minds, which is why the next general election is still undecided."

However, one warning for any Labourites out their who think this is the basis of them going on to win. Non-partisans are what we normally call floating voters and they have always decided elections, particularly in the swing seats. As things stand Labour is struggling to persuade any of them.

Nevertheless it would be interesting to know the equivalent voter party identity brand for Scotland.