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Land of the Free, Home of the Brand

Land of the Free, Home of the Brand
07/4/13
by Gabe Feingold and Jake Sedlock
When Benjamin Franklin and his freedom-loving compatriots coined the term, “life, liberty, and the pursuit of happiness,” it is doubtful they imagined Fourth of July sales and corporate sponsored hot dog eating contests.

But in the true American entrepreneurial spirit, representing Americana has turned into a branding opportunity. This time of year, the media often pursues stories about brands that are most associated with America and patriotism, or brands that somehow embody the American spirit better than other brands.

We did our own analysis to see what exactly it means to be an American brand, and which brands are emblematic of the true American spirit.

What defines an American brand? By using BAV’s database of over 3,500 brands and the over 1,350 consumers that rated the “United States” brand in 2012, we found the qualities that consumers most associate with the United States. We then found the brands that spurred the same emotional responses in consumers as the United States did. As with the United States, these brands all ranked highly on “Leader, Down to Earth, Friendly, Intelligent, Visionary, Social, Progressive, Socially Responsible, and Fun.”

With confidence we can say that our list would make Thomas Jefferson proud. Our brands ranged from Coca-Cola to Sesame Street to John Deere.

Upon deeper analysis, it seems that brands most closely associated with America have a sense of exploration and adventure, and connect Americans to their past. They include Disney, The Discovery Channel, Crayola, Sesame Street, The Peanuts Cartoon, The Muppets, PBS, Fisher-Price, Mickey Mouse, Melissa & Doug, Hershey’s, Pillsbury, and Leapfrog.

BAV’s Top 25 Red White and Blue Brands

1. Disney
2. Crayola
3. National Geographic
4. Sesame Street
5. The Mayo Clinic
6. Google
7. Hallmark
8. St. Jude Children’s Research Hospital
9. The Peanuts
10. John Deere
11. The Discovery Channel
12. The Muppets
13. Johnson & Johnson
14. PBS
15. Coca-Cola
16. Fisher-Price
17. Mickey Mouse
18. Melissa & Doug
19. UPS
20. Band-Aid
21. Apple
22. Hershey’s
23. Pillsbury
24. Make-a-Wish Foundation
25. Leapfrog


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