Detailed Findings & Methodology
Even so, companies still have to walk a fine line between respectful association with America and shameless patriotic boosterism. Budweiser, the quintessential American beer, generally received kudos for its commercial showing its iconic Clydesdale horses paying tribute to the fallen of the 9/11 terrorist attacks. The ad aired only once during the Super Bowl in 2002. On the other hand, the company’s decision to rebrand itself “America” two summers ago was met with scorn, especially since Bud’s parent, Anheuser-Busch InBev is headquartered in Belgium.
Many of the brands on this list are among the most venerable in American business, including Disney, Hershey’s, and Kellogg’s. Among the more recent brands landing on the list are Amazon, Apple, and Twitter. The latter brand gets a daily boost from the tweeter-in-chief, President Donald Trump.
The nation’s hyper-partisan mood was reflected in the survey as both right-leaning Fox News, and progressive-tilting MSNBC made the survey.
Facebook and the National Football League both appeared in last year’s survey of the most patriotic brand list. Both, however, failed to make the cut this year. Facebook fell off likely because of data-sharing and privacy concerns. The NFL tumbled out of favor over the lingering controversy tied to players protesting racial inequality during the playing of the national anthem before games.
Speaking of the NFL, three of its teams made the patriotic brand list: the San Francisco 49ers, the Dallas Cowboys, and the New England Patriots. The New York Yankees were the only other sports team to earn a spot on the most patriotic brand list.
Fashion labels are well represented on the Brand Keys survey as Americans made a patriotic connection with brands such as Levi Strauss, Ralph Lauren, Coach, and Old Navy.
Brand Keys sampled opinions from 5,001 consumers from nine U.S. regions. Those surveyed were asked to rate their patriotism on a 1-to-5 scale. One meant “not at all patriotic,” and five “extremely patriotic.” They were also asked to evaluate 297 brands and determine which ones resonated the most when it came to patriotism.