Just in time for July 4, Brand Keys, Inc. released the results of its 22nd Annual Survey of America’s Most Patriotic Brands. Each year, the survey identifies the top 50 brands that consumers believe “best embody the value of ‘patriotism'”. This year, Brand Keys surveyed 6,150 consumers aged 18-65 who evaluated 1,260 brands. The consumer sample was balanced for gender and political affiliation.
Brand Keys founder and president Robert Passikoff pointed out in a press release announcing the list: “These brand rankings do not mean that other brands are not patriotic or have no patriotic resonance or intent. But the brand landscape is now more challenging and partisan. Viewing brands through the lens of patriotism has become more complicated and demanding. Today there is much more than wrap yourself in the flag.”
Several brands have consistently featured on the list since its inception 22 years ago. Some brands have now completely lost their spot on the list, while others have earned their spot on the list for the first time this year. Why is that? Let’s take a look at America’s Most Patriotic Brands of 2023 and explore what makes a brand “patriotic.”
Related: The Freedom Mindset
America’s Most Patriotic Brands in 2023
According to Brand Keys, “The assessments evaluate brand resonance for the single value, ‘patriotism,’ identifying the following brands as best meeting current patriotism challenges.” The numbers in parentheses indicate the position of the brands in the ranking (higher, lower or equal) compared to last year’s list. See the top 50 most patriotic brands in America for 2023 below:
1.Jeep (–)
2. Disney (-)
3.Ford (+2)
4. Coke (-)
5. Levi Strauss (+2)
6. Amazon, Coors, Walmart (-1, –, -3)
7. American Express, Hershey’s (-2, +1)
8. Apple (-2)
9. Jack Daniels (+4)
10. OpenAI (New)
11. Ralph Lauren (+1), Dominoes (-1)
12. Sam Adams (+5)
13. Colgate (+3)
14. Pepsi Cola (-)
15. Harley Davidson, Dunkin’ (+5, –)
16. Quarrel (+1)
17. LL Bean (+6)
18. FOX News, MSNBC (+1, +7)
19. Old Navy, USA (+7, -1)
20. WeatherTech (new)
21. Gatorade, Weber Grills (+2, new)
22. Jim Beam (new)
23. Kellogg’s (-1)
24. Nike, Wilson Sporting Goods (–, new)
25. Dollar General, AT&T (+1, –)
26. Smith and Wesson (new)
27. McDonald’s (–)
28. NFL (+6)
29.MLB (+3)
30. John Deere, NBA (-1,-)
31. KFC, Goodyear (+3, new)
32. Gillette (+2)
33. Costco, Macy’s (–, new)
34. New Balance (+4)
35. Dick’s Sporting Goods (–)
36. Craftsman (new)
37. Shinola (new)
38. Starbucks (–)
Brand Keys emphasizes that the US armed forces are always number 1. The survey focuses on for-profit brands each year, but the company also includes ratings for the Air Force, Army, Coast Guard, Marines, and Navy. The company reported that consumers have rated the Armed Forces #1 every year since the survey began in 2002.
Related: 20 Patriotic Movies and Series to Stream on July 4th
Analyzing the results
This year’s research yielded some interesting results. First, Jeep has now claimed the No. 1 spot for the 22nd year in a row. Apple is down two places this year after rising six places in 2022. LL Bean is up six places, while Old Navy and MSNBC are both up seven places in the list.
WeatherTech, Weber Grills, Jim Beam, Wilson Sporting Goods, Smith and Wesson, Goodyear, Macy’s, Craftsman and Shinola were all ranked first this year. However, Pfizer, Netflix, The New York Times, The Washington Post, CVS, Home Depot, Chick-fil-A, Google and Clorox – all of which earned a spot in the top 50 on last year’s list – fell completely this year. off .
Brand Keys’ press release states, “Brands that engage through emotional values, especially one as strong as ‘patriotism,’ always see greater consumer engagement, better consumer behavior toward the brand, and ultimately better profits. Six times better in most cases.”
In addition, Pasikoff explains that “brands that consumers find patriotic always have a strategic advantage to win the hearts, minds, and loyalty of consumers. And if you can do that, consumers don’t just stand up and salute, they stand.” up and buy!”
Related: 5 ways to get to the heart of emotional marketing
What exactly does it mean to be a patriotic brand? Brand Keys indicates that these 50 brands were able to make meaningful and emotional connections with consumers when it comes to the value of patriotism. These are the brands that go deeper than red, white, and blue marketing at ground level. People believe that these brands really care about their consumers, and as a result, their marketing efforts feel more authentic. Brands like this are likely to always make the list and have loyal customers because they are able to connect with consumers on an emotional level.
Business strategies, entrepreneurial advice and inspirational stories are all in one place. Explore the new ukbusinessupdates.com Bookstore.
