Jeep named the most patriotic brand in the US followed by Hershey’s and Coca-Cola

By Jennifer Faull | Deputy Editor

July 8, 2013 | 1 min read

Jeep has been named the most patriotic brand in the US, closely followed by Hershey's and Coca-Cola.

According to the study, conducted by research firm Brand Keys ahead of Independence Day this year, Jeep scored 98 out of 100 on a scale representing consumers' emotional engagement expectations.

Hershey's, the chocolate brand, and Coca-Cola tied for second place, scoring 97 per cent.

Coming in joint third place were Levi Strauss and Walt Disney with a score of 95 per cent, while Colgate (94 per cent) and Zippo (93 per cent) completed the top five.

Other notable brands on the list included Gillette (11th place), Budweiser (14th place) and Walmart (22nd place).

"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," said Robert Passikoff, president of Brand Keys.

4,500 consumers were surveyed to compile the list of 197 brands in 35 categories.

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