Patriotic brands prove branding beats marketing

Many football/soccer fans visiting the United States for the 2026 World Cup continuously commented on social media about Americans’ patriotism as evidenced by American flags – of all sizes – displayed everywhere from the front yards of people’s homes to stadiums and retailers, to cars and boats, and even on bridges. Has America always been this patriotic? I do not know, but patriotism definitely skyrocketed in the wake of 9/11 and has not really plateaued.

Yes, patriotism may have been a bit over the top in celebration of our 250th birthday, and although America’s milestone birthday month may be drawing to a close, patriotism continues to shape brand loyalty. Findings from the 25th Annual Most Patriotic Brands Survey by Brand Keys reveals that consumers reward brands that reflect their values and sense of national identity — ideals representative of many consumers around the world. 

The Brank Keys survey began in the aftermath of 9/11 when patriotism in America was surging. Robert Passikoff, PhD, founder and president of Brand Keys, explained in a preamble to this year’s survey that “communities rallied, individuals stepped up, and expressions of unity were everywhere. Brands responded too.” 

Passikoff noted that many brands sought to align themselves with patriotic sentiment. Some in ways that reinforced credibility and trust. Others leaned on symbolic cues without substantive alignment. “Patriotism, in many cases, became less a principle and more a marketing device. This gap between messaging and perception underscored a fundamental reality: patriotism is defined by consumers, not declared by brands. And our survey was created to answer one question: Which brands do consumers believe are patriotic?”  

To measure patriotism not as a claim, but as a consumer-held belief, Brand Keys utilised its assessment to isolate the single value of “patriotism,” then calculated how much that one value contributed to emotional brand engagement and customer loyalty.  

“In a landscape defined by transparency, scrutiny, and shifting expectations, patriotism is no longer about imagery, it’s about action, values, and trust over time,” stated Passikoff. “In the years since, one insight has remained consistent: patriotism, when authentically understood and credibly delivered, is not just a cultural value, it is a business driver.” 

According to Passikoff, brands that are perceived as patriotic benefit from stronger emotional connections, higher levels of trust, customer engagement, and competitive advantage. “All of which translates directly into measurable outcomes: brand awareness and engagement, preference, loyalty, market share, and long-term profitability.” 

To mark the survey’s 25th year and to celebrate America’s 250th birthday, the survey was expanded to include 100 brands. Brand Keys’ survey evaluated 1,200 brands across 120 categories, with Jeep, Disney, McDonald’s and Netflix among those earning recognition. Curiously, only one actual coffee brand made the list – Dunkin’ – but given that McDonald’s is a leading coffee purveyor, it could also be counted, and no tea companies made the list. Although the survey focused on only American brands, the strategies can be applied to brands in any country (and country pride was on full display during the World Cup!). 

Patriotism: Brand Value or Marketing Tactic? 

Brand Keys reported that while many brands embrace patriotic themes, flags, fireworks, parades, and promotions alone rarely create authentic perceptions of patriotism. “Too often, patriotism is treated as a marketing tactic rather than a brand value,” said Passikoff. 

To identify the factors driving patriotic perceptions, this year Brand Keys conducted a new consumer segmentation analysis that show consumers no longer define patriotism solely by a “Made in America” label. Instead, perceptions are shaped by culture, heritage, nostalgia, military affinity, media influence, everyday relevance – even sports identity, which would again apply to brands in any country.  

Brand Keys identified nine segments of American identity shaping consumer perceptions of patriotism, which explain why brands earned recognition on this year’s Most Patriotic Brands list (the nine segments and complete list of the top 100 Most Patriotic Brands can be accessed here: brandkeys.com/). 

“While many brands connect across multiple dimensions, this framework identifies the primary source of their patriotic appeal,” said Passikoff. “If consumers need a detailed explanation for why a brand is felt to be patriotic, it’s probably not.” 

Foundational American Heritage Brands are viewed as patriotic because they were built during pivotal periods of American growth and are woven into the nation’s story: Jeep, Ford, Levi Strauss, Harley-Davidson. 

Lifestyle & Cultural Mythology Brands embody idealised American lifestyles, traditions, values, and aspirations: Coca-Cola, Disney, Ralph Lauren, Nike. 

Everyday Life Brands earn patriotic status through their deep integration into daily American life: Walmart, Amazon, McDonald’s, Campbell’s. 

Regional Identity Brands evoke places, traditions, and cultures that consumers strongly associate with the American experience: Dunkin’, Jack Daniel’s, KFC, L.L. Bean. Looking at coffee and tea in other countries: in Canada, think Tim Horton’s; in the UK there’s Whittard, Twinings, Yorkshire, and Costa Coffee; in Italy there’s Lavazza and illy; in France there’s Mariage Frères, in Costa Rica, there’s Café Britt, and in Colombia, of course, there’s Juan Valdez with the signature burro carrying coffee.  

Passikoff shared that “patriotism isn’t just a cultural value; it’s a business driver. It’s one of the clearest examples of branding outperforming marketing.” 

Brand Keys explained that brands perceived as genuinely patriotic benefit from: 

• Stronger emotional connections
• Greater consumer trust
• Higher levels of loyalty
• Sustainable competitive advantage
• Increased sales and long-term profitability

Passikoff pointed out that the rankings don’t suggest that other brands lack good intentions. “But great brands are never built on good intentions. It’s consumers who ultimately decide which brands genuinely reflect their beliefs.” 

He added that “when consumers believe a brand authentically reflects their values – especially patriotism – they don’t just notice. They buy, stay loyal, and advocate. And it turns out, the brands consumers view as most patriotic didn’t earn that status through holiday promotions. They earned it through decades of consistently representing something larger than the products they sell.”