by Matt Konkle
Managing Editor
Make it 24 straight now for Jeep.
The brand on Wednesday announced it has, once again, captured top spot in the recent Brand Keys Most Patriotic Brands survey.
No other brand has claimed the number one spot since the survey’s inception.
“Being named America’s most patriotic brand for nearly a quarter century straight simply reminds anyone who’s ever been in a Jeep vehicle what they inherently already know to be true; that owning or driving a Jeep vehicle brings with it an intense amount of pride,” said Jeep Brand CEO Bob Broderdorf. “A brand first forged in freedom over 80 years ago now carries that freedom and adventure forward, no matter the road ahead. We’re incredibly humbled by the connection customers have to our brand and the vital values it represents for them.”
The survey identifies the top 50 American brands consumers feel best embody the value of patriotism.
To determine the 2025 rankings, Brand Keys said it surveyed more than 7,460 consumers, 18 to 65 years of age, balanced for gender and political affiliation, assessed 1,350 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 said consumers care more about patriotism this year, with 85% of survey respondents rating patriotism as ‘extremely’ (45%) or ‘very’ (40%) important. Ten percent thought it was ‘somewhat’ important, while only five percent said it was ‘not very/not at all’ important.
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.
“The Jeep brand has been ranked as America's No. 1 Most Patriotic Brand by Brand Keys since we began the survey 24 years ago,” said Robert Passikoff, president and founder of Brand Keys. “Jeep is seen as the most patriotic because it connects emotionally charged ideas of freedom, military heritage, adventure and rugged individualism to the American spirit. When it comes to Jeep, consumers aren't just buying a vehicle – they're affirming a true cultural identity. And at a time when trust in traditional institutions is shaky, brands like Jeep have become emotional proxies for national pride. They deserve our praise and our congratulations again this year!”
Joining Jeep in the survey's top 10 spots were Ford, Coca-Cola, Levi Strauss, Apple, Walmart, Disney, Harley-Davidson, Amazon and Ralph Lauren.
