Source: Brand Keys
Notes: The study looked at how close brands were to the consumer ideal when it came to how much patriotism consumers emotionally credited to the brand, assigning each a percentage score relative to a category benchmark. As such, Jeep’s leading score of 98% (for the second consecutive year) means that it almost fully meets consumers’ emotional ideal for patriotism in the auto category. While many of the brands also were among the top 10 scorers last year, additions to this year’s list include: Apple; Amazon; and Google.
About the Data: The data is based on a survey of 4,680 consumers aged 16 to 65, who evaluated a collection of 35 values, including patriotism, for 225 brands.