Jeep leads list of 25 most patriotic brands
07-04-13, 01:09 PM
#1
Jeep leads list of 25 most patriotic brands
Jeep leads list of 25 most patriotic brands
It's not unusual to feel extra patriotic this time of year, what with the Fourth of July being today and all. As if to celebrate, New York-based research firm Brand Keys conducted a study among 4,500 consumers about what brands they find to be the most patriotic. According to the Detroit Free Press, Jeep took top honors in this study, besting other American stalwart brands including Coca-Cola, Levi's and Hershey's.
Interestingly, the only other automotive brand to make the list was Ford, in the 16th spot (motorcycle fans take note – Harley-Davidson claimed the No. 13 slot). This means consumers found Jeep to be more patriotic than any of the brands in the General Motors portfolio, including Chevrolet, which has long used American themes in its advertising over the decades.
According to Brand Keys, Jeep came in "with a score of 98 out of 100 on a scale representing consumers' emotional engagement expectations," the Detroit Free Press reports.
It's the brand known for winning World War II, for providing reliable transportation for American G.I.'s under the toughest conditions for generations. And lately, it has come to symbolize American ruggedness and a sense of adventure.
So perhaps it's appropriate that Chrysler Group's Jeep brand is named in a survey as the most patriotic brand from 197 famous brand names in 35 categories.
Heck, Jeep even beat out Coca-Cola, Levis, Harley-Davidson and Disney in the top 25.
The survey of 4,500 consumers was conducted by a New York-based branding researching firm, Brand Keys, with the results released just in time for the Fourth of July holiday, the most patriotic day off of them all.
Jeep was only one of two auto brands in the Top 25. The other was Ford in 16th place. Interestingly, no General Motors brands are on the list including Chevrolet, which used to heavily hit patriotic American themes in its ads.
Jeep topped all others with a score of 98 out of 100 on a scale representing consumers' emotional engagement expectations, according to Brand Keys.
"As marketers traditionally operate on the Independence Day theory that a patriotic, flag-waving call-to-emotion will motivate consumers to behave more positively toward their brands, we wanted to see which brands actually led when it came to that particular value," says Robert Passikoff, president of Brand Keys, in a statement.
He says having consumers view a brand as patriotic goes way beyond trying to create flag-waving ads. It's ingrained -- "more a question of whether that value is seen to part of the brand's equity, whether it's truly acknowledged on a deeply emotional and engaging basis."
Here's the Top 25 list:
1. Jeep (98%)
2. Hershey's (tie, 97%)
3. Coca-Cola (tie, 97%)
4. Levi Strauss (tie, 95%)
5. Walt Disney (tie, 95%)
6. Colgate (94%)
7. Zippo (93%)
8. Wrigley's (92%)
9. Ralph Lauren (91%)
10. Kodak (tie, 90%)
11. Gillette (tie, 90%)
12. New Balance (tie, 89%)
13. Harley-Davidson (tie, 89%)
14. Budweiser (tie, 88%)
15. Marlboro (88%)
16. Ford (86%)
17. Louisville Slugger (tie, 85%)
18. Smith & Wesson (tie, 85%)
19. General Electric (84%)
20. John Deere (tie, 82%)
21. L.L. Bean (tie, 82%)
22. Walmart (81%)
23. Craftsman Tools (tie, 80%)
24. Wilson Sporting Goods (tie, 80%)
25. Wrangler apparel (tie, 80%)
So perhaps it's appropriate that Chrysler Group's Jeep brand is named in a survey as the most patriotic brand from 197 famous brand names in 35 categories.
Heck, Jeep even beat out Coca-Cola, Levis, Harley-Davidson and Disney in the top 25.
The survey of 4,500 consumers was conducted by a New York-based branding researching firm, Brand Keys, with the results released just in time for the Fourth of July holiday, the most patriotic day off of them all.
Jeep was only one of two auto brands in the Top 25. The other was Ford in 16th place. Interestingly, no General Motors brands are on the list including Chevrolet, which used to heavily hit patriotic American themes in its ads.
Jeep topped all others with a score of 98 out of 100 on a scale representing consumers' emotional engagement expectations, according to Brand Keys.
"As marketers traditionally operate on the Independence Day theory that a patriotic, flag-waving call-to-emotion will motivate consumers to behave more positively toward their brands, we wanted to see which brands actually led when it came to that particular value," says Robert Passikoff, president of Brand Keys, in a statement.
He says having consumers view a brand as patriotic goes way beyond trying to create flag-waving ads. It's ingrained -- "more a question of whether that value is seen to part of the brand's equity, whether it's truly acknowledged on a deeply emotional and engaging basis."
Here's the Top 25 list:
1. Jeep (98%)
2. Hershey's (tie, 97%)
3. Coca-Cola (tie, 97%)
4. Levi Strauss (tie, 95%)
5. Walt Disney (tie, 95%)
6. Colgate (94%)
7. Zippo (93%)
8. Wrigley's (92%)
9. Ralph Lauren (91%)
10. Kodak (tie, 90%)
11. Gillette (tie, 90%)
12. New Balance (tie, 89%)
13. Harley-Davidson (tie, 89%)
14. Budweiser (tie, 88%)
15. Marlboro (88%)
16. Ford (86%)
17. Louisville Slugger (tie, 85%)
18. Smith & Wesson (tie, 85%)
19. General Electric (84%)
20. John Deere (tie, 82%)
21. L.L. Bean (tie, 82%)
22. Walmart (81%)
23. Craftsman Tools (tie, 80%)
24. Wilson Sporting Goods (tie, 80%)
25. Wrangler apparel (tie, 80%)
07-05-13, 01:28 PM
#2
Lexus Fanatic
Isnt it sad the one vehicle/brand most associated with patriotism is such a POS vehicle. The Jeep wrangler was, by far, the worst vehicle I have ever had the displeasure of driving. Total trash. It had the same tranny and stereo I had in my mom Datsun 210 station wagon in high school. Total joke. I know they have a cult following but give me a break. Its like driving a stripped out service vehicle that was built to low standards to be disposable . Pretty much what a wrangler was
07-05-13, 04:01 PM
#4
Lexus Champion
Ironic, considering that Jeep (through Chrysler) is actually Italian owned (Fiat) now. In the past, it has been French owned: in the early 1980s, while under AMC ownership, French car maker bought troubled AMC. When Chrysler bought AMC from the French in the late 1980s, Chrysler advertised that they were returning Jeep to America. Of course, a decade later, Chrysler (and Jeep) was sold to the Germans (Daimler, maker of Mercedes-Benz and smart cars).
Returning Chrysler and Jeep to American control, when private equity firm Cerberus Capital bought them in 2007, did not help much, and they soon had to be bailed out by the American, Canadian and Ontario governments, and Italian automaker Fiat. Fiat now owns a controlling, majority interest in Chrysler (and Jeep). And, soon, the brand that currently ONLY builds vehicles in the United Sates, will be importing Jeeps built in Europe.
But most buyers of Jeeps probably don't know that their beloved Jeep is, in fact, Italian owned.
Returning Chrysler and Jeep to American control, when private equity firm Cerberus Capital bought them in 2007, did not help much, and they soon had to be bailed out by the American, Canadian and Ontario governments, and Italian automaker Fiat. Fiat now owns a controlling, majority interest in Chrysler (and Jeep). And, soon, the brand that currently ONLY builds vehicles in the United Sates, will be importing Jeeps built in Europe.
But most buyers of Jeeps probably don't know that their beloved Jeep is, in fact, Italian owned.
07-05-13, 06:22 PM
#5
Lexus Fanatic
13. Harley-Davidson
NOTHING is more American than a Harley. Just look who rides them....MILLIONS of vets who served in our military and put their lives on the line for the country. Each year, hundreds of thousands of them ride here to D.C. for the Memorial Day Rolling Thunder parade.
16. Ford
Last edited by mmarshall; 07-05-13 at 06:34 PM.
07-05-13, 06:30 PM
#6
Its too bad Jeep makes pretty much the worst vehicles on the road. If anyone here has ever peeked at a consumer report/any other car mag they know just how bad they are. The cherokee is better now, and the wrangler is good for off roading but the majority of their vehicles belong in the junk yard. I would have thought HD to be at the top of the list!
07-05-13, 06:44 PM
#7
Lexus Fanatic
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07-05-13, 06:50 PM
#8
Exactly why i said that the cherokee has gotten better. Unfortunately they dont seem to take this approach with their other vehicles
07-05-13, 07:03 PM
#9
Lexus Fanatic
OK, but realize, though, that the Cherokee and Grand Cherokee were two completely different vehicles, with different 4WD/AWD systems. The boxy Cherokee was introduced in 1984; the larger and more angular Grand Cherokee in 1993.
That's because they dropped the big Commander from low sales, the fairly long-running Liberty is on the way out, the Patriot is too inexpensive to have that kind of interior, the Compass is a reworked FWD compact car that was never a true Jeep in the first place, and, though it's a lot more civilized than the versions of decades ago, many of the Wrangler's buyers want it to be crude......that's simply it's personality.
Unfortunately they dont seem to take this approach with their other vehicles
Last edited by mmarshall; 07-05-13 at 07:06 PM.
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