Patriotism is complicated these days—there are lots of values and definitions of it, depending primarily on which side of the country’s dividing line you’re on. For communicators, brand loyalty is a complicated concept now as well, because there are a host of components involved that didn’t seem to matter in simpler times. Put the two together to evaluate brands, and you’ll find it takes something indescribably special to achieve.
Loyalty and engagement research firm Brand Keys tracks this metric every year around this time, and its 23rd annual Most Patriotic Brands survey finds that while the top brands on the list have that special something that allows them to remain stable regulars, the rest of the positioning on the list morphs from year to year, depending on the notion du jour of patriotism, and how brands support it. This year’s list of top 50 American brands consumers feel best embody the value of “patriotism” sees Jeep ranked #1, with Ford, Levi Strauss, Coca-Cola, and Disney heading the patriotism parade, as they often do. But 10 brands join the Top 50 this year for the first time.
“Consumers now view everything through a political lens, so the value of patriotism is more important than ever,” said Robert Passikoff, president of Brand Keys, in a news release.
The 50 Most Patriotic Brands of 2024
To determine national brand rankings, a sample of 7,460 consumers, 18 to 65 years of age, balanced for gender and political affiliation, assessed 1,381 brands in 143 B2C, B2B and D2C categories. Evaluations were based on the firm’s independently validated emotional engagement measures, which identify how well brands resonate for the value of “patriotism.”
The following brands were identified as the best at meeting today’s patriotism challenge:
- Jeep
- Ford
- Levi Strauss
- Coca-Cola
- Disney
- Walmart
- Harley Davidson
- Apple
- Jack Daniels
- Amazon
- Hershey’s
- Ralph Lauren
- Wrangler
- Dunkin’
- American Express
- Colgate
- MSNBC
- Mattel (Barbie) (NEW)
- Old Navy
- Domino’s
- Kellogg’s
- Nike
- FOX News
- Pepsi-Cola
- McDonald’s
- WeatherTech
- New Balance
- Calvin Klein (NEW)
- NFL
- MLB
- NBA
- Gillette
- L.L. Bean
- Target (NEW)
- Gatorade
- Wilson Sporting Goods
- AT&T
- John Deere
- KFC
- Heinz (NEW)
- Macy’s
- American Eagle Outfitters (NEW)
- Costco
- Hanes (NEW)
- Converse (NEW)
- USAA
- Oreos (Mondelez) (NEW)
- Weber Grills
- Revlon (NEW)
- Home Depot (NEW)
U.S. Armed Services—always #1
While the annual survey focuses on for-profit brands, assessments for the Air Force, Army, Coast Guard, Marines, and Navy are included. “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.”
Patriotic brands come and go
“The brandscape is now more challenging, tribal, and political,” said Passikoff. “Even with balanced consumer samples, partisan antipathy—more powerful than any point since the survey was initiated in 2001—is manifesting itself in both the political and consumer arenas.”
“That said, brands do manage to rise to the top. This year consumers added 10 new brands to the top 50 most patriotic,” Passikoff said. Those include Mattel (Barbie), Calvin Klein, Target, Heinz, American Eagle Outfitters, Hanes, Converse, Oreos (Mondelez), Revlon, and Home Depot.
Despite ideological differences, patriotism matters
Even in today’s environment, consumers care about patriotism. Eighty percent (+9 YOY) felt patriotism was “extremely” (41 percent) or “very” (39 percent) important. Fifteen percent thought it “somewhat” important. Only 5 percent said it was “not very/not at all” important. “As a brand value, ‘patriotism’ provides tangible economic advantages,” said Passikoff. “Brands that engage via ‘patriotism’ always see better behavior, better ROMI, and better bottom lines—usually six times better.”
“These brand rankings do not mean to suggest that other brands are not patriotic or don’t possess patriotic resonance or intent,” noted Passikoff. 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. And, as it concerns patriotism specifically, it takes more than fireworks, wrapping your brand in the flag, or weekend holiday sales,” said Passikoff, “But if you can meaningfully connect to the value of patriotism, consumers don’t just stand up and salute, they stand up and buy!”
