In anticipation of Fourth of July, marketing specialist Brand Keys conducted an interesting survey to find out which brands are considered the most “American”—asking consumers to rate 230 brands based on perceived patriotism.
Which names came out top? No 1. was Jeep, followed by Coca-Cola, and Disney. Rounding out the top five were fashion brands Ralph Lauren and Levi’s. No surprise there.
“Independence Day gives marketers an opportunity to help citizens celebrate. And typically, brand advertising and social outreach will feature patriotic flag-waving and red-white-and-blue themes,” Robert Passikoff, founder and president of Brand Keys, said in a statement. “When it comes to engaging consumers, 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.”
So it basically comes down to believability and developing an emotional connection with consumers. Whether or not an American-based company actually manufactures all of its goods within the States isn’t nearly as important as engaging shoppers with a particular emotion value—in this case, patriotism.
“Believability is key to the engagement paradigm,” Passikoff said. “Where a brand can establish a real emotional connection, consumers are six times more likely to believe and behave positively toward the brand.”
Other notable fashion brands that made the cut were Coach and New Balance (tied at No. 14), L.L. Bean (No. 18), and Converse (No. 25).