As a brand, Ford has long ranked near or at the top in terms of interest among American consumers, as well as one of the more patriotic brands in the U.S. as well. Last year, Ford ranked as the fourth most patriotic brand in the U.S. in brand loyalty consultant company Brand Keys’ 2021 Most Patriotic Brands in America study, in fact. Now, FoMoCo has repeated its top-ten ranking in the 2022 version of the Most Patriotic Brands in America study, finishing fifth and tying with American Express in that regard.
To determine the 2022 rankings for the Most Patriotic Brands in America list, Brand Keys surveyed 5,804 consumers assess 1,172 brands in 131 categories, using the company’s emotional engagement measures. These particular assessments evaluate brand resonance for a single value – patriotism. While Ford dropped one spot in this year’s rankings, there was quite a bit of movement across the board, with the only real consistency coming from first-place Jeep, which has topped the list for 20 consecutive years now.
“One expects positional shifts up and down a list of this nature,” said Robert Passikoff, founder and president of Brand Keys. “But over the years, consumers have been making finer distinctions with a greater dispersion in the rankings. Brands now battle in a marketplace impeded by the pandemic, political tribalism, and intensified social activism, all of which coalesced to change lives and notions of patriotism.”
“The brandscape gets more complicated by the day, particularly when viewed through the lens of patriotism,” Passikoff added. “Brands that can make meaningful, emotional connections always have a strategic advantage and always win consumers’ hearts, minds, and loyalty. When you can do that, consumers don’t only stand up and salute, they stand up and buy!”
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Comments
Not anymore with the new CEO running these. A lot of longtime Ford owners we know are boycotting Ford because of him. Toyota is literally more American than Ford these days.
That’s nonsense. Toyota is not more American than Ford these days at all when you bother to actually count ALL of the jobs and not just lousy factory jobs. And frankly, if you are a big Toyota fan, then you must love Farley, considering he worked at Toyota for 17 years climbing through the executive ranks, and was very highly respected by Toyota’s top-tier Japanese management.
Yaa… Ford just cut 1000 jobs between Agency and PS in Dearborn on July first. [Not reported on yet] and sent the majority down to Brazil with some to India. As their current rate card sits 3:1 or 4:1 for suppliers compared to U.S. Ford may have signed up to create 6000 new Michigan 90 temp spots in the factory, but they are literally cutting all of their white collar jobs and sending them out of country. Direct Ford salary and management is next in Sept. Soon Ford will only be “lousy” factory jobs here in the U.S.
Unlikely anytime soon. Ford Corporate & Ford Credit operations are stacked full . Jump on a factory job that’s where all the magic happens!
Lousey factory jobs account for quite a bit of Fords 65k employees..that’s a good thing! Yes Farley jumped ship at Yoda a long time ago.
OK Troll. Go away. How can a FOREIGN brand be more patriotic? Shareholders are very happy w/ Fords CEO. Major investments in US ongoing.
When I think of America, the last thing that comes to mind is Toyota. Now, when I think of foreign sh1t………
Got that right!
Ford took kapernicks side on kneeling during the national anthem! That is a national embarrassment! I’m an Army vet. and I believe no one fought for the right to disrespect our heritage, flag, or our national anthem!
No they did not. Can’t beat Fords great trucks & SUVs! That’s what matters .
Ps, maybe learn and reflect on this: You’re a moron!