In a year marked by increasing political polarization, American consumers are more attuned than ever to the patriotic resonance of their favorite brands. The 23rd annual Most Patriotic Brands survey, conducted by Brand Keys, a New York-based brand loyalty and engagement research firm, has unveiled the top 50 brands that best embody the value of patriotism in the eyes of consumers.
Topping the list for 2024 is Jeep, followed closely by Ford, Levi Strauss, Coca-Cola, and Disney. These iconic American brands have managed to strike a chord with consumers across the political spectrum, tapping into a shared sense of national pride and identity.
“Consumers now view everything through a political lens, so the value of patriotism is more important than ever,” noted Robert Passikoff, president of Brand Keys.
To determine the rankings, Brand Keys surveyed a sample of 7,460 consumers, aged 18 to 65, balanced for gender and political affiliation. Participants assessed a staggering 1,381 brands across 143 categories, ranging from consumer goods to business-to-business services. The evaluations were based on Brand Keys’ proprietary emotional engagement measures, which gauge how well each brand resonates with the concept of patriotism.
While the survey focuses on for-profit brands, the U.S. Armed Services – including the Air Force, Army, Coast Guard, Marines, and Navy – are always included and consistently rank at the top. “Consumers rated the armed services #1, as they have since the survey was first conducted,” said Passikoff. “We recognize that and, as always, thank them for their service.”
The 2024 rankings saw the addition of 10 new brands to the top 50, reflecting the ever-shifting landscape of consumer sentiment. Newcomers include Mattel (Barbie), Calvin Klein, Target, Heinz, American Eagle Outfitters, Hanes, Converse, Oreos (Mondelez), Revlon, and Home Depot.
Most Americans value patriotism in branding
Despite the challenging and often divisive nature of the current brandscape, patriotism remains a core value for the vast majority of Americans. Eighty percent of consumers felt that patriotism was either “extremely” (41%) or “very” (39%) important, a nine-point increase from the previous year. Only 5% of respondents said that patriotism was “not very” or “not at all” important.
“As a brand value, ‘patriotism’ provides tangible economic advantages,” Passikoff explained. “Brands that engage via ‘patriotism’ always see better behavior, better ROMI (return on marketing investment), and better bottom lines. Usually six times better.”
However, Passikoff cautioned that simply wrapping a brand in the American flag or offering patriotic-themed promotions is not enough to truly connect with consumers on this deeply held value. “These brand rankings do not mean to suggest that other brands are not patriotic or don’t possess patriotic resonance or intent,” he noted. “But how brands are ultimately seen – on all values, by all consumers – is complicated, more exacting, more political, and more partisan. Marketers need to do value-specific drill downs like this one.”
For brands seeking to tap into the power of patriotism, the key is to forge meaningful, authentic connections with consumers that transcend mere symbolism. “It takes more than fireworks, wrapping your brand in the flag, or weekend holiday sales,” Passikoff observed. “But if you can meaningfully connect to the value of patriotism, consumers don’t just stand up and salute, they stand up and buy!”
Source: https://studyfinds.org/most-patriotic-brands/
