Nike, Patagonia, Gatorade, Converse, New Balance, L.L. Bean, Louisville Slugger and Wilson all landed on the 17th annual Brand Keys survey of iconic American brands.
Brand Keys surveyed consumers across 115 categories to identify the brands American consumers feel best embody the value of patriotism. The full survey is here.
Jeep, Disney, Ford and Coca Cola led the list of patriotic brands, and were joined this year by Dunkin Chick-fil-A, Patagonia and 7th Generation for the first time.
There is no shortage of challenges facing brands today. said Robert Passikoff, president of Brand Keys, the New York-based brand engagement and customer loyalty research consultancy hat conducts the annual survey. But increasingly one of the more fundamental challenges is what it means to be considered patriotic and how best to express patriotism via brand values and marketing.
Brands always have to compete within category frameworks. They still do but now they must also compete in socio-political contexts, noted Passikoff. The challenge is to recognize that patriotism isnt just about ad campaigns and marketing surrounded by flags and fireworks. The new challenge is to build a brand where customers recognize a steady dedication of a brands state and stature among its competitors.
The Most Patriotic Brands
A national sample of 5,862 consumers, 18 to 68 years of age, balanced for gender and political party affiliation, drawn from the nine U.S. Census Regions, evaluated brand resonance for patriotism. The following top-50 brands (54 accounting for ties) were identified as best meeting the challenge patriotism plays in our politically complex marketplace. Numbers in parentheses indicate movement up, down, or new to the ranks from 2018.
- Jeep (—)
- Disney (—)
- Ford (+1)
- Coca-Cola (- 1)
- Levi Strauss (+3)
- American Express / MSNBC (-1, +8)
- Hersheys (—)
- AT&T / The New York Times (—, new)
- Walmart (—)
- FOX News (+4)
- Ralph Lauren / Jack Daniels (—, -3)
- Amazon / Twitter (—, -6)
- Dunkin / Coach (new, -2)
- KFC / Coors / Pepsi (+2, +3, +2)
- McDonalds / Chick-fil-A (—, new)
- The Washington Post (new)
- Apple (- 4)
- Sam Adams / Coors (—, -1)
- Instagram / L.L. Bean (—, +4)
- Kelloggs (—)
- Old Navy / John Deere (—, +1)
- Craftsmen Tools / Colgate (—, +6)
- J. Crew / Nike / Patagonia (—, +5, new)
- Gibson / USAA (- 4, new)
- Starbucks / Harley Davidson (—, +3)
- Gatorade / Google (—, -2)
- 7th Generation / Patriots /Wrangler (new, +2, +1)
- Converse / Cowboys / New Balance / Yankees (all +1)
- 49ers /Louisville Slugger / MLB / Wilson Sporting Goods (all —)