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.” The brands on the list are not required to manufacturer in the U.S., however several do, including L.L. Bean, Ralph Lauren and New Balance, which says a quarter of its shipments come from its factories in the Northeast.
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.”