A Preamble To The Most Patriotic Brands Survey
by Robert Passikoff, Ph.D.
Founder & President of Brand Keys, Inc.
Our study began in the shadow of one of the most defining moments in modern history. An unprecedented period that reshaped national identity, consumer sentiment, and expectations of corporate behavior. Just two months after the September 11 attacks, the survey was born from a mix of personal anger, national grief, and professional concern.
Like all Americans, I was deeply affected by the tragedy. But as someone who studies brands and consumer perception, I was equally struck by what followed. In the wake of 9/11, patriotism surged. Communities rallied, individuals stepped up, and expressions of unity were everywhere.
Brands responded too.
Many brands sought to align themselves with patriotic sentiment. Some in ways that reinforced credibility and trust. Others leaned on symbolic cues without substantive alignment. Patriotism, in many cases, became less a principle and more a marketing device. This gap between messaging and perception underscored a fundamental reality: patriotism is defined by consumers, not declared by brands. And our survey was created to answer one question:
Which brands do consumers believe are patriotic?
To measure patriotism not as a claim, but as a consumer-held belief, we utilized our market-validated Brand Keys assessment to isolate the single value of “patriotism,” then calculated how much that one value contributed to emotional brand engagement and customer loyalty. Twenty-five years later, it remains just as relevant – perhaps more so.
In a landscape defined by transparency, scrutiny, and shifting expectations, patriotism is no longer about imagery, it’s about action, values, and trust over time. In the years since, one insight has remained consistent: patriotism, when authentically understood and credibly delivered, is not just a cultural value, it is a business driver.
Brands that are perceived as patriotic benefit from stronger emotional connections, higher levels of trust, customer engagement, and competitive advantage. All of which translates directly into measurable outcomes: brand awareness and engagement, preference, loyalty, market share, and long-term profitability.
To mark this 25th year – coincidently America’s 250th birthday – we have expanded the survey scope. While we have traditionally recognized the top 50, this year we present a broader view: the Top 100 Most Patriotic Brands of 2026, a deeper look at how Americans define patriotism.
Our list doesn’t mean to suggest other brands lack good intentions. But in an environment that is more complex, more scrutinized, and more divided than ever, values are harder to earn, and easier to lose. It takes more than flags, fireworks, or seasonal sales to create a meaningful connection to patriotism.
Because in the end, consumers decide.
And when consumers believe a brand truly reflects their values – especially “patriotism” – they don’t just acknowledge it, they act on it. And don’t just stand up – they buy.
As America approaches its 250th anniversary, consumers are rewarding brands that represent authentic American values. Your recognition highlights your brand’s powerful emotional connection and patriotic relevance. This acknowledgment is more than an award — it’s a badge of trust that creates consumer and brand engagement.
For more information about values that matter to your brand, feel free to contact Leigh Benatar