2021’s Most Patriotic Brands in America

Political Polarization and Pandemic Modifies View of Patriotism and Brands

Brand Keys annual survey of iconic American brands has identified those brands that consumers believe best embody the value of “patriotism.” Jeep ranked #1 for the 19th straight year! Walmart, Disney, Ford, and Amazon also led the 19th annual 2021 list.

CNN made its debut among the top-50 patriotic brands, and were re-joined by Harley Davidson, John Deere, Major League Baseball, the National Basketball Association, National Football League and Tesla, which was cited in previous years did not appear in 2020.

The Challenge of Brand Patriotism

“Between the pandemic and politics, there’s no shortage of challenges facing brands,” said Robert Passikoff, president of Brand Keys, the New York-based brand engagement and customer loyalty research consultancy (www.brandkeys.com). “Brands always have to compete in their categories but now they must battle in a pandemically limited marketplace and within shifting socio-political contexts, factors that have changed consumers’ lives dramatically along with their definitions ‘patriotism’ as it relates to brands.”

The 50 Most Patriotic Brands

A national sample of 5,804 consumers, 16 to 65 years of age, balanced for gender and political affiliation, were drawn from the nine U.S. Census Regions. Consumers assessed 1,172 brands in 131 B2C and B2B categories as to their resonance for the single value – “patriotism.”

The following brands were identified as best meeting the challenge that patriotism plays in today’s marketplace. Numbers in parentheses indicate brand status YOY.

1. Jeep (–)

2. Walmart (+1)

3. Disney (+3)

4. Amazon, Ford (-2, +3)

5. The New York Times (+2)

6. American Express, Netflix (-2, -1)

7. Coors, Levi Strauss (+1, -1)

8. FOX News (–)

9. Coca-Cola, Hershey’s, MSNBC (+1, –, -2)

10. The Washington Post (–)

11. Domino’s (+2)

12. Apple, Twitter (+1, +3)

13. Jack Daniels, Ralph Lauren (+1, +1)

14. Harley Davidson, USAA (returned to list, -3)

15. Dunkin’, Clorox (+2, -10)

16. Sam Adams, Wrangler (-7, +7)

17. Home Depot, Purell (+9, -8)

18. Pepsi (-1)

19. Colgate, Google (–, -1)

20. Nike, Old Navy (+4, +1)

21. AT&T (-9)

22. Gatorade (-3)

23. Kellogg’s (-1)