LYNCHBURG, Tenn. — A new Brand Keys survey of iconic American brands has revealed that consumers consider Jack Daniel’s one of the most “patriotic” brands in the country, ranking the Lynchburg-based Tennessee whiskey brand along with the likes of Jeep, Coca-Cola and Disney.
Jack Daniel’s ranks tied for sixth on the list with Ford. Founded by Henry Ford, the Ford Motor Co. was incorporated on June 16, 1903. Jack Daniel’s, meanwhile, was established in the 1830s and registered by Jack Daniel in 1866 nearly 40 years before Ford rolled is his first car off the assembly line; the Jack Daniel Distillery is the oldest registered distillery in the United States.
To determine which brands lead the parade when it came to patriotism, Brand Keys did a statistical ‘drill-down’ to identify which of 230 brands are more associated with the value of ‘patriotism.’
“We know that effectual brand engagement is more emotional than rational,” said Passikoff, founder and president of Brand Keys, Inc., the New York-based brand loyalty and customer engagement research consultancy. “And while many emotional and category-specific values drive brand engagement, we had 5,427 consumers ages 16 to 65, drawn from the nine U.S. Census Regions, evaluate a collection of 35 cross-category values, including ‘patriotism.’”
Jeep ranked first, with Coca-Cola, Disney, Ralph Lauren and Levi Strauss next in line. Ford and Jack Daniel’s tied for sixth, while Harley Davidson, Gillette, Apple, Coors, American Express, Wrigley’s, Gatorade and Zippo following.
For more on the Brand Keys survey, see the July 9 print edition of The Moore County News.
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