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.
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