The most patriotic brands in America are...

Three retailers cracked the top 10 in a survey of the 50 American brands that consumers feel best embody the value of “patriotism.”

Levi Strauss & Co., took the third spot in Brand Keys 23rd annual “Most Patriotic Brands” survey. Walmart came in sixth, with Amazon taking the 10th spot. (See end of article for complete list of all 50 brands.)

Jeep ranked #1, with Ford, Coca-Cola, Disney, Harley Davidson and Jack Daniels also ranking in the top ten of the patriotism parade. Consumers added 10 new brands to the top 50 most patriotic brands. Those include Mattel (Barbie), Calvin Klein, Target, Heinz, American Eagle Outfitters, Hanes, Converse, Oreos (Mondelez), Revlon, and Home Depot.

“Consumers now view everything through a political lens, so the value of patriotism is more important than ever,” noted Robert Passikoff, president of Brand Keys, the New York-based brand loyalty and engagement research firm that conducts the annual survey.

Eighty percent (up 9% year over year) felt patriotism was “extremely” (41%) or “very” (39%) important. Fifteen percent thought it was “somewhat” important. Only 5% said it was “not very/not at all” important.

“As a brand value, ‘patriotism’ provides tangible economic advantages,” said Passikoff. “Brands that engage via ‘patriotism’ always see better behavior, better ROMI, and better bottom lines. Usually six times better.”

To determine national brand rankings, a sample of 7,460 consumers, 18 to 65 years of age, balanced for gender and political affiliation, assessed 1,381 brands in 143 B2C, B2B and D2C categories.

Evaluations were based on Brand Keys independently validated emotional engagement measures, which identify how well brands resonate for the value of “patriotism.”

The following brands were identified in the Brand Keys survey at best meeting today’s patriotism challenge:

1. Jeep

2. Ford

3. Levi Strauss

4. Coca-Cola

5. Disney

6. Walmart

7. Harley Davidson

8. Apple

9. Jack Daniels

10. Amazon

11. Hershey’s

12. Ralph Lauren

13. Wrangler

14. Dunkin’

15. American Express

16. Colgate

17. MSNBC

18. Mattel (Barbie) (New)

19. Old Navy

20. Domino’s

21. Kellogg’s

22. Nike

23. FOX News 

24. Pepsi-Cola

25. McDonald’s

26. WeatherTech

27. New Balance

28. Calvin Klein (New)

29. NFL

30. MLB

31. NBA

32. Gillette

33. L.L. Bean

34. Target (New)

35. Gatorade

36. Wilson Sporting Goods

37. AT&T

38. John Deere

39. KFC

40. Heinz (New)

41. Macy’s

42. American Eagle Outfitters (New)

43. Costco

44. Hanes (New)

45. Converse (New)

46. USAA

47. Oreos (Mondelez) (New)

48. Weber Grills

49. Revlon (New)

50. Home Depot (New)

“These brand rankings do not mean to suggest that other brands are not patriotic or don’t possess patriotic resonance or intent,” said Passikoff. "But how brands are ultimately seen – on all values, by all consumers – is complicated, more exacting, more political, and more partisan. Marketers need to do value-specific drill downs like this one. And, as it concerns 'patriotism' specifically, it takes more than fireworks, wrapping your brand in the flag, or weekend holiday sales. But if you can meaningfully connect to the value of 'patriotism,' consumers don’t just stand up and salute, they stand up and buy!”