July 3, 2013
What is America’s Most Patriotic Brand?
This is the time of year when companies of all sorts, American-owned or otherwise, like to drape themselves in the red, white and blue. How many times leading up to the Fourth of July will American consumers hear or see that shopping at some store or car dealership will liberate them from the tyranny of high prices? With that as a backdrop, Brand Keys, the branding research firm, has released its list of the 25 most "patriotic" brands.
Brand Keys surveyed 4,500 consumers for its research. A total of 197 brands were evaluated for consumer’s emotional engagement to determine their patriotic value, the strength of which is indicated by the percentages.
1. Jeep (98%)
2. Hershey’s (tie, 97%)
3. Coca-Cola (tie, 97%)
4. Levi Strauss (tie, 95%)
5. Walt Disney (tie, 95%)
6. Colgate (94%)
7. Zippo (93%)
8. Wrigley’s (92%)
9. Ralph Lauren (91%)
10. Kodak (tie, 90%)
11. Gillette (tie, 90%)
12. New Balance (tie, 89%)
13. Harley-Davidson (tie, 89%)
14. Budweiser (tie, 88%)
15. Marlboro (88%)
16. Ford (86%)
17. Louisville Slugger (tie, 85%)
18. Smith & Wesson (tie, 85%)
19. General Electric (84%)
20. John Deere (tie, 82%)
21. L.L. Bean (tie, 82%)
22. Walmart (81%)
23. Craftsman Tools (tie, 80%)
24. Wilson Sporting Goods (tie, 80%)
25. Wrangler apparel (tie, 80%)
Brand Keys’ founder and president Robert Passikoff wrote on The Keyhole, the company’s blog, "Whether patriotism can be credibly and profitably leveraged to the brand’s benefit is always more a question of whether that value is part of the brand’s equity. … Slapping an American flag on something is different and the consumer knows it. More importantly, they act upon that knowledge."
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Discussion Questions
Which companies or brands do you most equate with America? What qualities do they have that make them seem "patriotic"? Do these companies use their Americanism to build on other unique selling propositions?
Poll
It would be indelicate of me to point out that Jeep is made by an American subsidiary of an Italian company, and Budweiser is brewed by a Belgian-owned company. Or that many of the products on this list are produced in countries other than the U.S. I guess using patriotism as a sales device works, but it is quite hypocritical in a lot of cases.
My comment is not about the article but about the accompanying poll. The wording of the question makes it difficult to choose any single answer.
Being seen as an authentic America brand has a very positive impact in the U.S. but that that is not always true around the globe. There are countries where being seen as an American brand is a great thing as people see America in a positive light. Unfortunately there are also countries where some or all of the population sees us as an evil country and anything American is automatically seen as bad.
I would put Coca-Cola at the top of the list. It’s been an effective “brand ambassador” for American consumer goods around the world, whether or not you think that soda consumption is a good thing. And it has “wrapped itself in the flag” through very effective marketing for many years, in particular with its Olympic tie-ins.
What’s missing from the list? Chevrolet. I’m old enough that I can still hear echoes of the old “Baseball, hot dogs, apple pie and Chevrolet” jingles dating back to the ’70s when the brand began its long market-share slide vs. the imports. Meanwhile, Jeep and Ford still seem to resonate with American consumers who just don’t care about Chevy any more.
This is corny, but to me FREEDOM is the brand that most other people across the world would really love to have. It’s not a product, BUT the things created by true freedom, and capitalism, have benefited billions of people around the world.
It is the 4th of July and I’m proud to have a business here where I can create wonderful foods for the people in my community.
OK, I’m done, so Happy 4th to all the RetailWire readers, and God Bless America.
I equate Kid Rock and Carhartt with rugged American patriotism featuring a ‘Made in Detroit’ sheen. Both of these products have established followings, morphed and changed with the times, but still resonate with a patriotic, hard working attitude.
On a separate note, it will be interesting to watch Apple’s “Designed in California” efforts to see how their brand is perceived in the future.
I agree with Al McClain.
I’d really need to understand how this list was created (other than obviously arbitrarily).
Coca-Cola is one of my favorite brands, for example, but I think of it as global. Even given Al’s correct caveats, why is Ford more patriotic than General Motors?
Surely Harley-Davidson, one of the most iconic of all “real American” brands should be at the top of the list not the middle. And where is Carhart?
And what about products like bourbon and Jack Daniels (not the same category) which are uniquely American? Where are they?
Is “patriotic” the same thing as “American”? We’ll never know I guess.
Seems to me the best thing to do with this list is print it out and use it to start the barbeque fire as you celebrate the Fourth of July.
On a world-wide scale this has got to be a toss-up between Coca-Cola and Levi’s if you base it on product adoption (although it is odd to me that McDonald’s and KFC didn’t make this list for the same reason.)
Having said that, when an associate visited with his daughter’s Ukrainian “host family” this summer, he came to me looking for “anything John Deere” to take as it is the most sought after American souvenir there. (Can’t imagine why he came to me…)
It is also interesting that only two retailers made the list, one a behemoth and the other a relatively obscure (but iconic) brand.
Al’s point caused me to recall the day I pulled into a hunting camp yard, full of Ford’s and Chevy’s, driving a Nissan truck. The predictable jibes were quickly silenced when I asked the guys which it is they preferred, “American made” or “American owned”. A quick comparison of the country of origin stickers showed their Ford’s and Chevy’s were over 50% from Canada or Mexico — while my Nissan is 90% Alabama.
So, the question morphs into “what is an ‘American brand” anyway?”
I think that still rests in heritage and perception. And Jeep and Budweiser will always be more ‘American’ than Nissan.
A happy and safe Independence Day to all.
I agree with Al. That being said, I am going to get a Coke now and put the Budweiser on ice for tomorrow.
Happy 4th of July to all my RetailWire friends. Be safe.
Also agree with Al and want to suggest Southwest Airlines as a good example of a patriotic company. The support the airline gives to the Honor Flight network to fly WWII veterans to Washington DC each year us commendable.
Like Steve, I find the message of this poll confusing: what was meant by “patriotic”? Or wouldn’t “iconic” have been a better word? But regardless, given the high place accorded Kodak, I don’t think there seems much value in being highly ranked.
You can’t be a top brand without having a major museum. Harley Davidson gets my vote with Coca-Cola right behind. Then Louisville Slugger. All three of them have museums that are major tourist attractions.
Jeep, ahead of Hershey or Coca-Cola? Wow, where was the audience that was being measured, Detroit? Why was Colgate ahead of Walmart and Louisville Slugger? These measurements appear very happenstance, and do not suggest an audience across the USA, nor balanced between men and women.
Coca Cola, McDonald’s, Starbucks, Ford and Harley Davidson. These are the ones that, in my opinion, best combine international reputation with an association to being American.
Agree with Al McClain. So many brands present there which were neither born in nor belong to the U.S. It’s a surprise to me that brands like Macy’s do not figure in the list.
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It would be indelicate of me to point out that Jeep is made by an American subsidiary of an Italian company, and Budweiser is brewed by a Belgian-owned company. Or that many of the products on this list are produced in countries other than the U.S. I guess using patriotism as a sales device works, but it is quite hypocritical in a lot of cases.
My comment is not about the article but about the accompanying poll. The wording of the question makes it difficult to choose any single answer.
Being seen as an authentic America brand has a very positive impact in the U.S. but that that is not always true around the globe. There are countries where being seen as an American brand is a great thing as people see America in a positive light. Unfortunately there are also countries where some or all of the population sees us as an evil country and anything American is automatically seen as bad.
I would put Coca-Cola at the top of the list. It’s been an effective “brand ambassador” for American consumer goods around the world, whether or not you think that soda consumption is a good thing. And it has “wrapped itself in the flag” through very effective marketing for many years, in particular with its Olympic tie-ins.
What’s missing from the list? Chevrolet. I’m old enough that I can still hear echoes of the old “Baseball, hot dogs, apple pie and Chevrolet” jingles dating back to the ’70s when the brand began its long market-share slide vs. the imports. Meanwhile, Jeep and Ford still seem to resonate with American consumers who just don’t care about Chevy any more.
This is corny, but to me FREEDOM is the brand that most other people across the world would really love to have. It’s not a product, BUT the things created by true freedom, and capitalism, have benefited billions of people around the world.
It is the 4th of July and I’m proud to have a business here where I can create wonderful foods for the people in my community.
OK, I’m done, so Happy 4th to all the RetailWire readers, and God Bless America.
I equate Kid Rock and Carhartt with rugged American patriotism featuring a ‘Made in Detroit’ sheen. Both of these products have established followings, morphed and changed with the times, but still resonate with a patriotic, hard working attitude.
On a separate note, it will be interesting to watch Apple’s “Designed in California” efforts to see how their brand is perceived in the future.
I agree with Al McClain.
I’d really need to understand how this list was created (other than obviously arbitrarily).
Coca-Cola is one of my favorite brands, for example, but I think of it as global. Even given Al’s correct caveats, why is Ford more patriotic than General Motors?
Surely Harley-Davidson, one of the most iconic of all “real American” brands should be at the top of the list not the middle. And where is Carhart?
And what about products like bourbon and Jack Daniels (not the same category) which are uniquely American? Where are they?
Is “patriotic” the same thing as “American”? We’ll never know I guess.
Seems to me the best thing to do with this list is print it out and use it to start the barbeque fire as you celebrate the Fourth of July.
On a world-wide scale this has got to be a toss-up between Coca-Cola and Levi’s if you base it on product adoption (although it is odd to me that McDonald’s and KFC didn’t make this list for the same reason.)
Having said that, when an associate visited with his daughter’s Ukrainian “host family” this summer, he came to me looking for “anything John Deere” to take as it is the most sought after American souvenir there. (Can’t imagine why he came to me…)
It is also interesting that only two retailers made the list, one a behemoth and the other a relatively obscure (but iconic) brand.
Al’s point caused me to recall the day I pulled into a hunting camp yard, full of Ford’s and Chevy’s, driving a Nissan truck. The predictable jibes were quickly silenced when I asked the guys which it is they preferred, “American made” or “American owned”. A quick comparison of the country of origin stickers showed their Ford’s and Chevy’s were over 50% from Canada or Mexico — while my Nissan is 90% Alabama.
So, the question morphs into “what is an ‘American brand” anyway?”
I think that still rests in heritage and perception. And Jeep and Budweiser will always be more ‘American’ than Nissan.
A happy and safe Independence Day to all.
I agree with Al. That being said, I am going to get a Coke now and put the Budweiser on ice for tomorrow.
Happy 4th of July to all my RetailWire friends. Be safe.
Also agree with Al and want to suggest Southwest Airlines as a good example of a patriotic company. The support the airline gives to the Honor Flight network to fly WWII veterans to Washington DC each year us commendable.
Like Steve, I find the message of this poll confusing: what was meant by “patriotic”? Or wouldn’t “iconic” have been a better word? But regardless, given the high place accorded Kodak, I don’t think there seems much value in being highly ranked.
You can’t be a top brand without having a major museum. Harley Davidson gets my vote with Coca-Cola right behind. Then Louisville Slugger. All three of them have museums that are major tourist attractions.
Jeep, ahead of Hershey or Coca-Cola? Wow, where was the audience that was being measured, Detroit? Why was Colgate ahead of Walmart and Louisville Slugger? These measurements appear very happenstance, and do not suggest an audience across the USA, nor balanced between men and women.
Coca Cola, McDonald’s, Starbucks, Ford and Harley Davidson. These are the ones that, in my opinion, best combine international reputation with an association to being American.
Agree with Al McClain. So many brands present there which were neither born in nor belong to the U.S. It’s a surprise to me that brands like Macy’s do not figure in the list.