There are many reasons a company might want to identify as an American or a patriotic company or that they might want to use Patriotic Marketing in their advertising and corporate identity. Some companies go a massive step further and use patriotism as a deliberate business model or core business strategy.

In an increasingly globalized economy, many American companies have found success by doubling down on their national identity and tapping into the power of patriotic marketing.

These brands understand that for a significant segment of consumers, supporting homegrown businesses and celebrating national pride can be just as important as the quality or price of the products themselves.

And on the international stage, there is a tremendous appeal of American brands. So using Patriotic Marketing on the global stage is also an effective strategy to draw in international customers who want to purchase American products and services.

From household names to industrial stalwarts, a wide range of American companies have integrated patriotic themes, imagery, and messaging into their branding and advertising. By positioning themselves as defenders of domestic jobs, champions of American-made goods, and embodiments of traditional values, these businesses are able to cultivate deep loyalty and a captive customer base. (hint, hint…and you can too)

Patriotic marketing allows these companies to differentiate themselves in a crowded marketplace, while also gaining potential political and regulatory advantages. It’s a savvy strategy that taps into the emotional connections people feel towards their country.

Below are 14 quintessential traditional American brands that have mastered the art of patriotic branding by leveraging national pride as a key part of their business models.

Understanding how these brands leverage patriotism provides insights into the power of evoking national identity for commercial gain while promoting our great nation, a sense of community and our great system of Capitalism at the same time.

Patriotism as Marketing Tactic vs. Corporate Strategy or core Business Model

It’s important to note that while all the American brands I’ve highlighted leverage patriotic themes and imagery in their marketing, the degree to which patriotism is central to their overall business model and operations varies.

For many of these companies, patriotic marketing is primarily a strategic tactic used to connect with consumers on an emotional level and differentiate their products or services. Evoking national pride, nostalgia, and a “buy American” sentiment is an effective way to build brand loyalty and tap into patriotic sentiments.

However, this patriotic branding does not necessarily mean that patriotism is the core foundation of the company’s business model or decision-making. Brands like Nike, Coca-Cola, and Apple utilize patriotic marketing, but their operations, supply chains, and corporate strategies are not solely predicated on supporting American interests above all else. Claims have even been made that these brands are actually Anti-America or Anti-American.

On the other hand, there are some quintessential American companies where patriotism is truly embedded into the fabric of the organization. Firms like Harley-Davidson, Jeep, and the major U.S. truck manufacturers have made unwavering domestic production, the welfare of American workers, and national pride central to not just their marketing, but their overarching corporate mission and business practices.

For these brands, being “Made in the USA” and championing American industry isn’t just a tagline — it’s a core part of their identity and value proposition. Decisions around manufacturing, supply chains, and political engagement are all guided by an ethos of patriotism that goes beyond just marketing optics.

Understanding this distinction is crucial. While all the companies highlighted are effectively leveraging patriotic sentiment in their branding, the depth of that patriotic commitment within their overall business strategies can vary significantly.

Patriotic marketing may be a common tactic, but patriotism as a guiding principle for the entire enterprise is a more selective approach.

Brands Where Patriotism is Central to Business Model and Operations:

1. Harley-Davidson — The motorcycle manufacturer cultivates a rugged, patriotic brand identity, using the American flag, bald eagles, and veterans in its advertising.
2. Jeep — The iconic off-road vehicle brand has embraced its military heritage, using slogans like “Built to Serve” and featuring American flags prominently.
3. Peterbilt — The major American truck manufacturer uses patriotic imagery and messaging to appeal to the pride of truck drivers and fleet owners.
4. Kenworth — Another leading American truck brand that leverages patriotic branding to connect with its customer base.
5. Craftsman Tools — The iconic tool brand has long emphasized its American manufacturing heritage and quality craftsmanship, actively promoting its “Made in the USA” products.
6. Caterpillar Inc. — The heavy equipment giant capitalizes on its domestic production and support for American jobs in marketing campaigns.
7. John Deere — The agricultural and construction equipment company prominently features the American flag and emphasizes its legacy as a Midwest-based business.
8. Wrangler Jeans — The classic American denim brand has built its image around Western heritage and rugged, patriotic imagery.
9. Stetson — The cowboy hat maker has become synonymous with American Western imagery and tradition.

Brands Using Patriotic Marketing, But Not Central to Overall Strategy:

1. Budweiser — The iconic “King of Beers” brand has long associated itself with American pride, featuring patriotic imagery and slogans.
2. Ford Motor Company — The quintessential American automaker frequently highlights its domestic manufacturing and commitment to US jobs.
3. Levi’s — The denim brand has leaned into its all-American origins, using slogans like “Buy American, Hire American.”
4. Walmart — As the largest private employer in the US, Walmart emphasizes its support for American-made goods and small businesses.
5. Nike — While not exclusively American, the brand has leveraged high-profile sponsorships of US sports teams and athletes.
6. Energizer — The battery brand’s “Keep Going” campaign has incorporated patriotic themes and imagery.
7. Stanley Tools — The toolmaker has leaned into its American manufacturing roots, highlighting its “Made in the USA” products.
8. Carhartt — The workwear brand uses patriotic imagery in marketing its durable, American-made clothing.
9. Apple — While not a traditional American brand, Apple has tapped into national pride through campaigns highlighting its domestic investments.
10. Coca-Cola — The iconic soda brand has a long history of associating itself with American culture and values.
11. Reebok — The athletic brand has strategically positioned itself as a champion of U.S. military and athletic pride.
12. Zippo — The famous lighter company emphasizes its Pennsylvania roots and commitment to American craftsmanship.

Wrapping Up: Patriotism as a Powerful Tool for Businesses of All Sizes

The American brands highlighted in this article demonstrate the potent impact that patriotic marketing and branding can have on driving business success.

Whether used as a central part of a company’s core mission and operations, or as a strategic marketing tactic, tapping into consumers’ sense of national pride has proven to be an effective way for major U.S. firms to differentiate themselves and cultivate deep brand loyalty.

For the quintessential American companies where patriotism is truly embedded into the fabric of the organization — such as Harley-Davidson, Jeep, and John Deere — this commitment to domestic production, American workers, and national traditions goes beyond just marketing optics. It is a fundamental part of their value proposition and decision-making.

These brands have made patriotism a central pillar of their business model, recognizing that supporting the country’s industrial base and communities can be just as important as their products themselves.

In contrast, other major American brands leverage patriotic themes and imagery more as a strategic marketing tool, without those nationalist principles necessarily driving their overall corporate strategy and operations.

Companies like Nike, Coca-Cola, and Apple have found success in weaving patriotic elements into their branding and advertising, even if their supply chains and decision-making are not solely centered on American interests. Some might even contend that their core business practices are Anti-American. But that’s an article for another time.

Regardless of the approach, the takeaway is clear — patriotic marketing, when done effectively, can be a powerful competitive advantage. And this is a lesson that small businesses across the country can learn from and apply to their own companies.

Whether a small manufacturer, a local retailer, or a family-owned service provider, incorporating patriotic themes, imagery, and messaging into branding and promotions can help cultivate a loyal customer base and convey a sense of national pride.

And for those small businesses that are truly committed to supporting American workers, products, and communities, making patriotism a core part of their operations and business model can be an even more impactful and meaningful strategy.

These days with increasing global competition, the ability for American companies of all sizes to effectively leverage patriotic sentiment represents a valuable competitive edge.

By taking inspiration from the examples set by the brands highlighted in this article, small businesses can harness the power of patriotic marketing to drive their own success — and in the process, contribute to the strength of the American economy and way of life.

As discussed in the article “How John Deere Built Timeless Loyalty Through Its Green Legacy”, companies that consistently embody their values and prioritize authenticity can cultivate long-lasting brand loyalty, even in the face of fierce competition.

And for further information about leaving a legacy, read: How High Standards, Integrity, and Reliability Build Authority for Your Business.

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If you have any questions or want to talk through some of these marketing ideas or get help creating them, reach out to me any time at: David@crosscopywriting.com

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For a practical guide to promote Traditional American Values: 20 Ways to Infuse Your Marketing with Strong Work Ethics and Traditional American Values download the guide HERE.