Discover the 50 most patriotic American brands in 2022
Just in time for July 4, Brand Keys, Inc. released the results of its 20th annual survey of America’s Most Patriotic Brands. The survey identifies the top 50 brands that consumers say “best embody the value of ‘patriotism'” each year. This year, Brand Keys surveyed 5,804 consumers aged 16-65 who rated 1,172 brands. The consumer sample was balanced for gender and political affiliation.
Brand Keys Founder and President Robert Passikoff pointed out that consumer opinions have largely changed over time, saying in a press release announcing the list that “brands are now battling in a market hampered by the pandemic, the political tribalism and the intensification of social activism, all of which have coalesced to change lives and notions of patriotism.”
Several brands have been consistently ranked on the list since its debut 20 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 the most patriotic American brands of 2022 and explore what makes a brand ‘patriotic’.
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The most patriotic American brands in 2022
According to Brand Keys, “Ratings assess brand resonance for the unique value, ‘patriotism,’ with the following brands identified as best suited to meet today’s patriotism challenges.” The numbers in parentheses signify the position of the brands in the ranking (higher, lower or the same) compared to last year’s list. Check out America’s 50 Most Patriotic Brands for 2022 below:
1. Jeep (–)
3. Amazon, Walmart (+1, -1)
4. Coke (+5)
5. American Express, Ford (+1, -1)
6. Apple, Coors (+6, +1)
7. Levi Strauss (–)
8. Hershey’s (-1)
9. Pfizer (new)
10. Dominos, Netflix, (+1, +2)
11. New York Times (-5)
12.Ralph Lauren (+1)
13. Jack Daniel’s (–)
14. Pepsi (+4)
15. Dunkin’ (–)
17. Sam Adams, wrestler, (-1, -1)
18. USAA (-4)
19. FOX News (-11)
20. Harley-Davidson (-6)
21. Washington Post (-11)
22. CVS, Kellogg’s (new, +1)
23. Gatorade, Home Depot (-1, -6)
24. LL Bean, Nike (+4, -4)
25. AT&T, MSNBC (-4, -13)
26. Dollar General, Old Navy (new, -6)
27. McDonald’s (+2)
28. Chick-fil-A (-3)
29. John Deere (-1)
30. NBA (-5)
32. Google (-13)
33. Costco (new)
34. Gillette (new)
35. NFL (-6)
36. KFC (-11)
37. Clorox (-22)
38. Starbucks (-10)
39. New Balance (-13)
40. Dick’s Sporting Goods (new)
Brand Keys points out that the US Armed Forces is still No. 1 on the list. 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 said consumers have ranked Armed Forces No. 1 every year since the survey began in 2002.
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This year’s survey yielded several interesting results. First off, Jeep has now claimed the No. 1 spot for the 20th year in a row. Apple moved up six places on the list, Coca-Cola moved up five places and LL Bean, Nike and Pepsi each moved up four places in the list. Pfizer, CVS and Costco were ranked for the first time this year, but Tesla, Zoom, Twitter, Campbell’s and Purell – all of which had gained places in the top 50 lists in previous years – have dropped completely this year.
Passikoff says the brands that debuted on the list were able to do so because of the emotional engagement they established with consumers this year. For example, Pfizer and CVS have made emotional connections with consumers amid the Covid-19 pandemic, while Dollar General and Costco have done the same in light of the recent economic downturn.
Additionally, Passikoff points out that consumers can decipher what is authentic and what is not when it comes to patriotism. He explained that consumers can see through the marketing ploys and commercialization of the 4th of July, saying that “Independence Day provides an opportunity for marketers to champion the brand and patriotic values. But what was once direct patriotic marketing turned into covert promotional ploys. Unfortunately, the Red, White and Blue Bunting cannot hide the flaws of this strategy. When it comes to engaging consumers, waving an American flag and having an authentic and credible basis to be able to wave that flag are entirely different things. Consumers know this. More importantly, they act accordingly!”
Related: 5 Ways to Get to the Heart of Emotional Marketing
So what exactly does it mean to be a patriotic brand? Brand Keys indicates that these 50 brands have been able to make meaningful and emotional connections with consumers regarding the value of patriotism. These are the brands that go beyond red, white and blue marketing at the surface level. People believe that these brands really care about their consumers and therefore their marketing efforts seem more authentic. Brands like these will likely always be on the list and have loyal customers because they are able to connect with consumers on an emotional level.
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