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When Brands Carry the Flag – What the 2025 Brand Keys Survey Really Tells Us About American Patriotism

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In a year where everything seems political – and almost nothing feels unifying – consumers are still rallying around something unexpected: brands.

The 24th annual Brand Keys Most Patriotic Brands Survey reveals that when it comes to the American identity, commercial brands now resonate more deeply than political institutions. Jeep once again tops the list, joined by icons like Ford, Coca-Cola, Levi Strauss, and Apple. These aren’t just brand names – they’re vessels for a version of America people still want to believe in.

But this isn’t about nostalgia. It’s about trust, behavior, and emotional alignment. And if you’re in brand strategy, marketing, or loyalty – this is a wake-up call.


The Topline: Brands > Government

The 2025 survey polled 7,460 U.S. consumers – balanced for age, gender, and political affiliation – on 1,350 brands across 140 categories. The single value in focus? Patriotism.

The average patriotism score among the Top 50 brands was 76%.

By contrast:

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  • The Office of the President scored 37%.
  • The Senate: 28%.
  • The House of Representatives: 25%.
  • The Supreme Court: 44%.
  • DNC: 29%.
  • RNC: 22%.

That’s not a margin. That’s a canyon.

When brands outrank the nation’s top institutions in patriotic sentiment, we’re not just talking about marketing anymore – we’re talking about emotional governance.


Who Made the List (and What That Says)

Top 10 Most Patriotic Brands of 2025:

  1. Jeep
  2. Ford
  3. Coca-Cola
  4. Levi Strauss
  5. Apple
  6. Walmart
  7. Disney
  8. Harley-Davidson
  9. Amazon
  10. Ralph Lauren

Jeep has held the top spot for all 24 years of the survey. Not because it flies flags, but because its history is baked into America’s collective memory. It’s a brand that feels like it’s been there. From war zones to national parks, Jeep has become a proxy for grit, utility, and unshakable purpose.

Others on the list – like Ford, Coca-Cola, and Disney – occupy similarly mythic territory. But this year’s risers and newcomers tell an equally interesting story.

Big movers:

  • Nike (+10) and McDonald’s (+10) show that global brands can still evoke national loyalty.
  • Home Depot (+27) and John Deere (+15) signal a resurgence in appreciation for practical, boots-on-the-ground Americana.
  • Jersey Mike’s Subs, Trader Joe’s, Campbell’s, GM, Whirlpool, and Dick’s Sporting Goods all enter the list for the first time—brands with strong domestic roots, customer service narratives, or “Made in the USA” equity.

What Actually Makes a Brand Patriotic?

Robert Passikoff, Brand Keys’ founder, is clear: this isn’t about fireworks or flag decals. “Consumers can spot performative patriotism a mile away,” he says.

True brand patriotism emerges from:

  • Authentic heritage
  • Consistent values
  • Broad cultural relevance
  • Tangible contributions to American life

It’s earned, not claimed.

That’s why brands like Jeep and Ford endure. And it’s why political entities – with their division, finger-pointing, and gridlock – fall short. Patriotism, in the consumer psyche, is increasingly about shared identity, not partisan identity.


The Opportunity for Brands

If you’re a marketer, here’s the insight you shouldn’t ignore: 85% of consumers now rate patriotism as either “extremely” or “very” important – up 5 points year-over-year.

That means this isn’t just a cultural signal. It’s a strategic one.

But – and this is critical – brands that attempt to exploit patriotism without substance risk doing more harm than good. As Passikoff puts it: “Blowout sales and red-white-blue wrapping won’t cut it anymore. Consumers want consistency. They want proof. They want intent.”

Done right, patriotism is more than a campaign – it’s a loyalty driver. It reinforces why consumers choose you over someone else, especially in a market crowded with noise and distrust.


Closing Thought: Brand as Bond

We’re living through a time when traditional sources of unity are fraying. That brands are stepping into that vacuum isn’t just remarkable – it’s revealing.

The most resonant brands of 2025 don’t just sell to Americans. They represent what some Americans hope the country still stands for. They’ve become symbolic institutions – modern pillars of identity and belief.

For brands willing to take that role seriously, the rewards aren’t just reputational. They’re behavioral. They’re financial.

And maybe, just maybe, they’re also red, white, and real.

Photo by specphotops on Unsplash

Author

  • mike giambattista

    Mike is Editor in Chief at Customerland. He is a customer technology, customer engagement, media &; marketing professional who has been helping organizations understand their competitive marketspaces and leverage found opportunities for success. Customer Strategies - Reach Strategies - Engagement Strategies.

    View all posts

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