With Independence Day taking place later this week, now seems an appropriate time to detail the results of the latest annual survey of America’s Most Patriotic Brands. That poll, done for the 24th consecutive year by brand-loyalty research firm Brand Keys, identified 2025’s top 50 American brands consumers feel best embody the value “patriotism.”
Jeep was ranked #1 again, with Ford, Coca-Cola, Levi Strauss, Apple and Walmart leading this year’s patriotism parade.
“With consumers viewing everything through a political lens, the value of patriotism is more important than ever,” noted Brand Keys President Robert Passikoff. “A brand that truly resonates the value ‘patriotism,’ taps into a deep well of shared identity, cultural pride and collective values that significantly strengthen consumer loyalty and positive brand behavior.”
To determine national brand rankings, a sample of 7460 consumers, 18 to 65 years of age – balanced for gender and political affiliation – assessed 1350 brands in 140 businesses ranging from business-to consumer, business-to-business and direct-to consumer categories. Psychological and higher-order statistical analyses were used to isolate and quantify the single value of “patriotism.”
The following brands were identified by consumers as best meeting today’s patriotism challenge (the numbers in parentheses represent year-over-year changes in rank):
- Jeep (–)
- Ford (–)
- Coca-Cola (+1)
- Levi Strauss (-1)
- Apple (+3)
- Walmart (–)
- Disney (-2)
- Harley Davidson (-1)
- Amazon (+1)
- Ralph Lauren (+2)
- Jack Daniels (-2)
- Nike (+10)
- Hershey’s (-2)
- Dunkin’ (–)
- McDonald’s (+10)
- Wrangler (-3)
- American Express (-2)
- Colgate (-2)
- Pepsi Cola (+3)
- NFL (+9)
- NBA (+9)
- Home Depot (+27)
- John Deere (+15)
- Weather Tech (+2)
- AT&T (+12)
- FOX News (-3)
- Kellogg’s (-6)
- Gillette (+4)
- Wilson’s Sporting Goods (+7)
- L.L. Bean (+3)
- MSNBC (-13)
- Gatorade (+3)
- Kraft Heinz (+7)
- KFC (+5)
- Macy’s (+6)
- USAA (+10)
- Target (-3)
- Jersey Mike’s Subs (new)
- MLB (-9)
- New Balance (-13)
- Ball Park Franks (Tyson, new)
- Converse (+3)
- Costco (–)
- Trader Joe’s (new)
- Revlon (+4)
- Weber Grills (+2)
- Campbell’s (new)
- GM (new)
- Whirlpool (new)
- Dick’s Sporting Goods (new)
The biggest gainers for the year were Home Depot (up 27 spots to #22) and John Deere (up 15 slots, to #23). On the other side of the coin, the biggest drops were recorded by New Balance (-13, to #40) and MSBC (also -13, to #31.) There were also seven newcomers on the list, all in the bottom third of the roster.
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Click here for more results from the Brand Keys poll.
Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson
When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren.
For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish.
"Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful."
The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing."
Smith's recommendation is emphatic: "I would never be able to do what they did by myself."
