by Matt Konkle
Managing Editor
Throughout its eight decades, Jeep has offered legions of enthusiasts a sense of adventure and passion that few other brands can really match — on or off-road.
And over all those years, the vehicle has also provided plenty of patriotism to its owners. From wartime applications to valuable farming assistance, all the way to its place in countless Fourth of July parades across the country.
That patriotism hasn’t gone unnoticed by others, either.
Jeep recently was named America’s most patriotic brand for the 22nd straight year, according to the Brand Keys Most Patriotic Brands survey.
Consumers who were surveyed assessed brands that best embody the value of patriotism in 2023, Brand Keys said in a media release.
“The Jeep brand’s origins date back to 1941 with the birth of an iconic 4×4-capable vehicle that was requested specifically by the U.S. Army,” said Jeep Senior Vice President Jim Morrison. “Since that time, the Jeep brand has become synonymous around the world for outdoor adventure and freedom. Being recognized as America’s most patriotic brand for the past 22 years is a testament to our passionate Jeep community and to all those who protect America’s independence.”
To determine the 2023 rankings, Brand Keys surveyed more than 5,800 consumers, 16 to 65 years of age, balanced for gender and political affiliation, assessed 1,172 brands in 131 B2C and B2B categories, using Brand Keys emotional engagement measures. The assessments evaluate brand resonance for the single value of patriotism, and the Jeep brand was identified as the best for meeting today’s patriotism challenges.
“It’s fantastic when a brand such as Jeep stands for something important and meaningful to consumers,” said Robert Passikoff, president of Brand Keys. “Patriotism is one of the most powerful values around, crossing political, social and ethnic lines. It resonates 365 days a year. When it comes to engaging consumers, it provides an authentic and believable foundation.
”Patriotism provides an extraordinarily strong strategic advantage. Consumers know it. Consumers feel it. More importantly, they act on it. Jeep brand has been the Most Patriotic Brand in America for 22 years in a row, the kind of emotional connection few brands ever attain. We congratulate them.”
Brand Keys noted that patriotism remains a highly-prized brand attribute among consumers. In the research firm’s survey, 36% of consumers said patriotism was “extremely” important, and 35% said it was “very” important.
Following Jeep in the Brand Keys rankings was Disney, Ford, Coca-Cola and Levi Strauss.
