Certain American brands have earned their patriotic stripes and turned into stars in the eyes of consumers. A recent study conducted by Brand Keys examined which well-known U.S. brands were perceived to be the most American. With Independence Day just a short time away, Mediapost.com shared results from the study to honor the American brands that truly stand for the U.S.A. today.
Every year, many brands celebrate Independence Day by showing their American spirit through marketing efforts and social media outreach. These campaigns are filled with American flags, stars and stripes, and the colors of red, white, and blue.
While having products made in the U.S.A. or taking part in national activities are both worthy efforts, the secret to making these efforts effective is a brand’s authenticity. If consumers align this American spirit with a brand’s inherent values, they’ll become more engaged with the brand and develop an emotional bond.
And research has shown that consumers are six times more likely to believe in and positively view a brand once they’ve established an emotional connection.
The study evaluated 230 American brands for their general perception of patriotism. The U.S. brands deemed the most American were:
- Ralph Lauren
- Levi Strauss
- Ford and Jack Daniels in a tie
- Harley-Davidson and Gillette in a tie
- Apple and Coors in a tie
- American Express and Wrigley’s in a tie
- Gatorade and Zippo in a tie
Newcomers to the top-50 list included Coach, Converse, Johnson & Johnson, Goodyear, Major League Baseball, and Wells Fargo.
According to Robert Passikoff, founder and president of Brand Keys, “One thing marketers should have learned about 21st century brands is those that make an emotional connection with the consumer always have a strategic advantage over competitors when it come to the marketplace battle for the hearts, minds, and loyalty of consumers.”
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Written by Michael Del Gigante