Survey: Levi’s, Amazon, Walmart, Ralph Lauren among ‘most patriotic’ brands

Four retailers ranked among the top 10 companies in an annual survey of  the 100 brands that Americans feel best embody the value of “patriotism."

Levi Strauss & Co., took the fourth spot in brand loyalty and consumer engagement research consultancy Brand Keys' 25th annual “Most Patriotic Brands” survey. Amazon came in sixth, with Walmart and Ralph Lauren taking the seventh and ninth spots respectively. Jeep once again took the top spot. (See end of article for a list of top 20 brands, and all the retailers that cracked the top 100.)

“As we gear up for the 250th party, more brands are viewed through a political lens – and authentic patriotism is more important than ever,” said Robert Passikoff, president, Brand Keys. “When a brand truly embodies patriotism, it goes beyond marketing-as-usual and holiday sales. It taps into a deep well of shared history, pride, and purpose, driving stronger loyalty, consumer engagement, and better behavior in the marketplace.” 

The top 100 Most Patriotic brands fell into 14 consumer categories, with nearly half (45%) the brands falling into three categories: food & beverage, apparel & footwear, and media & broadcasting.

Brands that authentically reflect American values forge deeper loyalty by connecting with customers’ heritage, national pride, cultural identity, lifestyle and traditions — not just through products or holiday promotions, noted Passikoff.

“Politicians talk about patriotism; brands prove it,” he said. “As America turns 250, patriotism isn’t just a celebration of our history – it’s a test of authenticity. Brands that can believably embody what America aspires to be — innovative, resilient, and united — will lead the next era of brand loyalty and profitability.”