Ralph Lauren, LLBean And Walmart Top Most Patriotic Brands

In marketing, perception is everything. Shoppers see a brand and associate various marketing attributes, regardless of reality. A brand may be seen as American in the extreme, even if in reality it ships most of its jobs overseas. When 4,500 American consumers from nine U.S. Census regions were asked to evaluate 197 brands and 35 category-specific emotional engagement values, they gave top votes to Jeep, Hershey's, Coca-Cola, Levi Strauss and Disney. No retailer appeared on the list until Slot 7 with Ralph Lauren and even that chain is mostly known as a consumer brand rather than as a store. The first pureplay retailer was L.L. Bean, coming at Slot 14, followed by Walmart at Slot 15. Story

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