by Matt Konkle
Managing Editor
Whether it is from a long and iconic history of military service to the country, or simply the modification freedom it provides owners, or maybe even some other passion that just can’t be defined, Jeep has long been identified with a patriotic flare by its many enthusiasts.
You see it in the number of American flags on Jeeps all over the country, as well as how many Jeeps drive in Memorial Day, Veterans Day, Independence Day and many other holiday parades.
You also see it when the question pops up — “What is the most patriotic brand in America?”
Jeep, once again, took top spot in the recent Brand Keys 23rd annual Most Patriotic Brands survey, besting other vehicle rivals like Ford, GMC and Harley Davidson. In fact, since the survey’s inception, no other brand has claimed the title.
"Being recognized as America's most patriotic brand for the 23rd consecutive year is a testament to our passionate owners and enthusiasts who whole-heartedly embrace the outdoor adventure and freedom that our Jeep 4x4s offer, which is second to no other," said Bill Peffer, Jeep’s senior vice president and North American Head of Brand.
The survey identifies the top 50 American brands consumers feel best embody the value of patriotism.
To determine the 2024 rankings, Brand Keys surveyed more than 7,460 consumers, 18 to 65 years of age, balanced for gender and political affiliation, assessed 1,381 brands in 143 B2C and B2B categories, using Brand Keys emotional engagement measures.
The assessments evaluated brand resonance for the single value of patriotism, and the Jeep brand was identified as the best for meeting today's patriotism challenges.
Brand Keys is a prominent market research consultancy known for its expertise in brand loyalty and engagement metrics. The company specializes in providing predictive insights into consumer behavior, particularly focusing on how customer loyalty impacts brand performance. Brand Keys uses a combination of psychological metrics and statistical analysis to deliver in-depth insights into what drives customer decision-making and how brands can improve their engagement and loyalty strategies.
“Patriotism is one of the most powerful values a brand can own. Jeep has primary ownership of that value, with a real emotional underpinning. Jeep has a history forged in the past and the present,” said Robert Passikoff, president and founder of Brand Keys. “And if there's such a thing as ‘patriotic DNA,’ it shows up in our Most Patriotic Brands emotional engagement assessments. In a more political and partisan marketplace, Jeep has been able to create a bond with all consumers, which is why Jeep shows up at the top of the list every year.”
Besides Jeep, the other top brands from this survey were Ford, Levi Strauss, Coca-Cola, Disney, Walmart, Harley Davidson, Apple, Jack Daniels and Amazon.
