• June 21, 2021

Jeep Leads the Patriotic Brand Parade Yet Again

Brand Keys' annual survey of iconic American brands has identified the companiest consumers believe best embody the value of patriotism. Jeep ranked #1 for the 19th straight year! Walmart, Disney, Ford, and Amazon also led the 19th annual 2021 list.

"Between the pandemic and politics, there's no shortage of challenges facing brands," said Robert Passikoff, president of Brand Keys. "Brands always have to compete in their categories, but now they must battle in a pandemically limited marketplace and within shifting sociopolitical contexts, factors that have changed consumers' lives dramatically along with their definitions of patriotism as it relates to brands."

Brand Keys drew from a national sample of 5,804 consumers, who rated 1,172 brands in 131 B2C and B2B categories for the single value of patriotism.

The following brands were identified as best meeting the challenge that patriotism plays in today's marketplace.

  1. Jeep
  2. Walmart
  3. Disney
  4. Amazon, Ford>
  5. The New York Times
  6. American Express, Netflix
  7. Coors, Levi Strauss
  8. FOX News
  9. Coca-Cola, Hershey's, MSNBC
  10. The Washington Post
  11. Domino's
  12. Apple, Twitter
  13. Jack Daniels, Ralph Lauren
  14. Harley Davidson, USAA
  15. Dunkin', Clorox
  16. Sam Adams, Wrangler
  17. Home Depot, Purell
  18. Pepsi
  19. Colgate, Google
  20. Nike, Old Navy
  21. AT&T
  22. Gatorade
  23. Kellogg's
  24. CNN
  25. Chick-fil-A, KFC, McDonald's
  26. New Balance, Starbucks
  27. MLB, NBA
  28. L.L. Bean, John Deere
  29. Campbell's, NFL
  30. Tesla, Zoom

"Last year the pandemic affected how consumers viewed patriotism and brands," said Passikoff. "Some sectors got a pandemic pop because they were there when consumers needed them most."

Some Patriotic Advice

"Independence Day traditionally gives marketers an opportunity to champion values," said Passikoff. But a good deal of what used to be forthright marketing has become politicized. "Some brands wrap themselves more-tightly in the flag then. With Independence Day coming up, here's a little brand advice: When it comes to engaging consumers, waving the American flag and having an authentic and believable foundation for being able to wave the flag are honestly entirely different things. Consumers know the difference!"

"Where companies can establish a lasting emotional connection, consumers behave more positively. Companies that differentiate and engage via an emotional value as strong as patriotism find increased engagement results in better consumer behavior toward their brands, which results in greater profits," said Passikoff. "In most cases, six times better."

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