Ralph Lauren and Levi Strauss ranked fourth and fifth on the ‘2015 Most Patriotic Brands’ survey conducted by consulting firm, Brand Keys. The denim labels were bested by iconic American names Jeep, Coca-Cola and Disney.
Brand Keys narrowed the list of 230 brands to 50 by surveying over 5,000 consumers aged 16-65 on which brands they associate with the value of ‘patriotism.”
Other fashion labels to make the cut were Coach and New Balance (both #14), L.L. Bean (#18), Wrangler (#21) and Converse (#25).
The brands on the list are not required to manufacturer in the U.S., however several do, including New Balance, L.L. Bean and Ralph Lauren. Last year, Ralph Lauren famously used 40 domestic vendors to produce official garb for the athletes bound for the Sochi 2014 Winter Olympics. The collection was especially poignant since the brand came under fire for producing the Team USA’s apparel for the London 2012 Olympic Games in China.
The survey is a reminder to brands to use the Fourth of July as a marketing opportunity, however Brand Keys, Inc. Founder and President Robert Passikoff stated, “Waving the American flag and having an authentic foundation for being able to wave the flag are two entirely different things, and the consumer knows it.”
“More importantly, believability is key to the engagement paradigm. The more engaged a consumer with a particular emotional value and the associated brand, the more likely they’ll trust that emotion and act positively on that believe,” he added. “Generally speaking, where a brand can establish a real emotional connection, consumers are six times more likely to believe and behave toward the brand.”