Waving the American flag and having an authentic foundation for being able to wave the flag are two entirely different things, and the consumer knows it,” says Robert Passikoff, founder and president of Brand Keys, Inc.
In a broad survey they recently conducted of 5,427 Americans aged 16-65, Brand Keys sought to identify which of 230 US Brands were most identified with ‘patriotism’. The ability to leverage those patriotic emotions can have significant effects on a company’s bottom line.
A few key findings of the survey are posted below. Read the source article at Market Research to uncover the full findings and see if your brand made the list.
The 2015 Top 10 ‘Most Patriotic’ brands: (% indicates emotional engagement strength for ‘patriotism.’)
1 Jeep (98%)
2 Coca-Cola (97%)
3 Disney (96%)
4 Ralph Lauren (95%)
5 Levi Strauss (94%)
6 Ford/Jack Daniels (93%)
8 Harley Davidson/Gillette (92%)
10 Apple/Coors (91%)
Top 10 Brands on the Rise of Patriotic Appeal:
1 Jack Daniels (+18%)
2 Coach (+15%)
3 Major League Baseball (+11%)
4 Coors, Wells Fargo (+10%)
6 American Express, Wrigley (+9%)
8 Goodyear, KFC (+6%)
10 Craftsman (+5%)
Interesting to note that some of the brands on the list don’t manufacture their products within the US. This survey was all about perception of patriotism, which in a way is even more powerful or important than the corporate intention. It’s a great example of revealing research results that wouldn’t be possible from a pure industry analysis. Voice of the Customer results like these need to be regularly measured and considered by marketing executives when positioning their brand.