Which brands are most associated with the value of “patriotism”? A new survey from Brand Keys asked 4,500 consumers from 9 US census regions to evaluate 197 brands across 35 category-specific emotional engagement values, with one of those values being how much patriotism they emotionally credited to the brand. The winner? Jeep, meeting almost all of consumers’ emotional engagement expectations regarding patriotism.
The study looked at how close brands were to the consumer ideal in the patriotism value, assigning each a percentage score relative to a category benchmark. As such, Jeep’s leading score of 98% means that it almost fully meets consumers’ emotional ideal for patriotism in the auto category. Close behind and in a tie for second were Hershey’s and Coca-Cola (97% of the way to meeting their respective benchmarks), with Levi Strauss and Disney rounding out the top 5 (each at 95%). Read the rest at MarketingCharts.