Marketing research firm Brand Keys awarded the title after surveying over 5,800 consumers who chose Jeep from a pool of 1,172 brands in the U.S. “It’s fantastic when a brand such as Jeep stands for something important and meaningful to consumers,” said the firm’s president, Robert Passikoff. “Patriotism is one of the most powerful values around, crossing political, social and ethnic lines.”
Brand Keys’ survey results arrive just as Jeep commemorates America’s military for the Fourth of July through several programs benefitting soldiers and veterans. Of special significance is the automaker’s decision to renew its 15-year-old partnership with the United Service Organizations nonprofit. Jim Morrison, the brand’s CEO, noted that the long-running cooperation “has helped make it possible to keep service members connected to family, home and country.” In a press release, the manufacturer also pointed to its Military Incentive Program, which provides active and retired service members with funds for their next car purchase. Jeep is also donating $250 to military charities with every sale of a “Freedom” edition Gladiator or Wrangler.
Jeep’s relationship with the military goes beyond charity, however. Morrison notes that the brand’s “iconic 4×4-capable vehicle” was originally developed for the U.S. Army in 1941. “Being recognized as America’s most patriotic brand for the past 22 years is a testament to our passionate Jeep community and to all those who protect America’s independence,” he adds.