23rd Annual Survey of the Most Patriotic Brands in America

Brand Keys 23rd annual Most Patriotic Brands survey has identified 2024’s top 50 American brands consumers feel best embody the value of “patriotism.” Jeep ranked #1, with Ford, Levi Strauss, Coca-Cola, and Disney heading the patriotism parade. 

“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, the New York-based brand loyalty and engagement research firm (www.brandkeys.com) that conducts the annual survey. 

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 Brand Keys independently validated emotional engagement measures, which identify how well brands resonate for the value of “patriotism.”

The following brands were identified at best meeting today’s patriotism challenge:

  1. Jeep
  2. Ford
  3. Levi Strauss
  4. Coca-Cola
  5. Disney
  6. Walmart
  7. Harley Davidson
  8. Apple
  9. Jack Daniels
  10. Amazon
  11. Hershey’s
  12. Ralph Lauren
  13. Wrangler
  14. Dunkin’
  15. American Express
  16. Colgate
  17. MSNBC
  18. Mattel (Barbie) NEW
  19. Old Navy
  20. Domino’s
  21. Kellogg’s
  22. Nike
  23. FOX News
  24. Pepsi-Cola
  25. McDonald’s
  26. WeatherTech
  27. New Balance
  28. Calvin Klein NEW
  29. NFL
  30. MLB
  31. NBA
  32. Gillette
  33. L.L. Bean
  34. Target NEW
  35. Gatorade
  36. Wilson Sporting Goods
  37. AT&T
  38. John Deere
  39. KFC
  40. Heinz NEW
  41. Macy’s
  42. American Eagle Outfitters NEW
  43. Costco
  44. Hanes NEW
  45. Converse NEW
  46. USAA
  47. Oreos (Mondelez) NEW
  48. Weber Grills
  49. Revlon NEW
  50. Home Depot NEW

U.S. Armed Services – Always #1

While the annual Brand Keys 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,” observed 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 noted. 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 (80%, +9 YOY) felt patriotism was “extremely” (41%) or “very” (39%) important. Fifteen percent (15%) thought it “somewhat” important. Only 5% 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,” observed 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!”

For more information regarding where other brands ranked when it came to “patriotism” this year – or other important values that guarantee higher levels of consumer engagement, loyalty, and profitability – contact Leigh Benatar at [email protected]

Contact: Visibility
Len Stein
[email protected]
914 527.3708

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