NEW YORK — Jeep has once again claimed the top spot in Brand Keys’ annual “Most Patriotic Brands in America” survey, leading a lineup that includes Ford, Coca-Cola, Levi Strauss, Apple, and Walmart. Now in its 24th year, the survey reflects how deeply patriotism resonates with U.S. consumers, and how brands, more than institutions, are perceived to embody national values.
Based on responses from 7,460 consumers aged 18 to 65, the study evaluated 1,350 brands across 140 categories using validated psychological and statistical methods. The core metric: how well each brand embodies the singular value of patriotism.
Consumer sentiment emphasized that patriotic branding tied to action — supporting military families, domestic manufacturing, or civic programs — was more impactful than traditional campaign-style messaging. Brands seen as inclusive and purpose-driven were more likely to resonate positively.
Brand Keys emphasized that connecting with consumers through patriotism requires more than seasonal promotions. Authenticity, shared values, and national identity remain key drivers in loyalty and brand performance.
“With consumers viewing everything through a political lens, the value of patriotism is more important than ever,” noted Robert Passikoff, president of Brand Keys, the New York-based brand loyalty research firm that conducts the annual survey. “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.”
Among retailers, Walmart ranks highest at No. 6, followed by Amazon in 10th place, Target in 37th, Costco in 43rd, and Trader Joe's in 44th place.
This year, seven newcomers made the top 50 list, including Jersey Mike’s Subs, Trader Joe’s, Campbell’s, General Motors, Dick’s Sporting Goods, Whirlpool, and Ball Park Franks (Tyson). Notably, Home Depot saw the largest jump in rankings, climbing 27 spots.
The U.S. Armed Forces were once again rated separately and unanimously named as the #1 patriotic institution.
Brand patriotism outshines political institutions
Brand Keys also compared brand perceptions to those of U.S. political entities. The results highlight a significant trust gap:
- Office of the President: 37%
- The Senate: 28%
- House of Representatives: 25%
- The Supreme Court: 44%
- DNC: 29%
- RNC: 22%
By contrast, the average patriotism score across the top 50 brands was 76%.
Top 50 Most Patriotic Brands of 2025
The following brands were identified by consumers as best meeting today’s patriotism challenge (#’s in parentheses represent YOY changes in rank):
1. Jeep (--)
2. Ford (--)
3. Coca-Cola (+1)
4. Levi Strauss (-1)
5. Apple (+3)
6. Walmart (--)
7. Disney (-2)
8. Harley Davidson (-1)
9. Amazon (+1)
10. Ralph Lauren (+2)
11. Jack Daniels (-2)
12. Nike (+10)
13. Hershey’s (-2)
14. Dunkin’ (--)
15. McDonald’s (+10)
16. Wrangler (-3)
17. American Express (-2)
18. Colgate (-2)
19. Pepsi Cola (+3)
20. NFL (+9)
21. NBA (+9)
22. Home Depot (+27)
23. John Deere (+15)
24. Weather Tech (+2)
25. AT&T (+12)
26. FOX News (-3)
27. Kellogg’s (-6)
28. Gillette (+4)
29. Wilson’s Sporting Goods (+7)
30. L.L. Bean (+3)
31. MSNBC (-13)
32. Gatorade (+3)
33. Kraft Heinz (+7)
34. KFC (+5)
35. Macy’s (+6)
36. USAA (+10)
37. Target (-3)
38. Jersey Mike’s Subs (NEW)
39. MLB (-9)
40. New Balance (-13)
41. Ball Park Franks (Tyson, NEW)
42. Converse (+3)
43. Costco (--)
44. Trader Joe’s (NEW)
45. Revlon (+4)
46. Weber Grills (+2)
47. Campbell’s (NEW)
48. GM (NEW)
49. Whirlpool (NEW)
50. Dick’s Sporting Goods (NEW)
