Turnbull hides from Liberal brand

Liberal strategists are preferring to use the term "coalition", as research shows the party name is unfavourable with voters.

Next time you listen to Malcolm Turnbull, count the number of times he uses the word "Liberal" or see the word near him.

More often than not the answer will be "zero".

Even the bright blue and yellow poster he uses as a background uses the term "Turnbull Coalition Team".

The front page of Mr Turnbull's website makes almost no reference to his political party, headlining him as "Federal Member for Wentworth".

AAP understands internal Labor research has found voters respond unfavourably to the term "Liberal" - hence the common use of it by Labor frontbenchers.

Voters often now associate it with Tony Abbott, the dumped former leader whose campaign team used the Liberal logo prominently on a range of election material in 2010 and 2013.

It could be imagined Liberal strategists have similar research to Labor's which is informing government members.

Veteran campaigner Arthur Sinodinos on Monday told the ABC, in his summary of the first two weeks, that the campaign had been built around Mr Turnbull as Liberal leader.

"This is very much about Malcolm Turnbull as a Liberal, Malcolm Turnbull's Liberals, taking this country through the next decade," he said.

However, the reality is starkly different.