Brands and Patriotism– How They are Viewed

The Main St. / K St. IntelligenSEER
June 9, 2020
Intellicast
Intellicast S3E30 – John and Jeremy Zogby of John Zogby Strategies
June 15, 2020
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The Sample Landscape

Brands position themselves to stand for something. It could be quality, fun, quirky, retro, etc. –something that can help them connect with their consumers. There are also brands who try to position themselves as patriotic. In our latest round of research, we explore the opinions on certain brands, specifically which brands they consider to be patriotic. The brands we explored included the NFL, the NRA, Harley Davidson, Chick-fil-A, and the US Supreme Court. We looked at changes in opinion from 2019 to 2020 based on gender, political party, income, and region. Here is what we found:

NFL

Overall, the number of people who believe the NFL to be a patriotic brand has increased by 3% from 2019 to 2020. This may be due to the 2020 draft which was the most-watched draft in NFL history. It could be because the draft took place during the Coronavirus quarantine and brought audiences together to create a sense of community and hope.

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Both males and females have demonstrated an increase in considering the NFL to be patriotic since 2019. Males have yielded a 4% increase and females have generated a 2% increase.

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Republicans considered the NFL to be patriotic more in 2020 than in 2019 by 8%, while Democrats have remained at 35%.

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The NFL has also seen an increase in patriotic perception by income with both high and low income respondents seeing an increase in perceiving the NFL as a patriotic brand.

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Finally, when segmented by region, the South had the largest increase in NFL patriotic perception with a 4% increase, followed by the West and Midwest with 3% increases and the Northeast with a 2% increase.

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NRA

Overall, the NRA had a 3% decrease in the number of people who consider it to be a patriotic brand. This may be caused by the recent political issues raised around gun control.

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Both males and females experienced a 2% decrease in the number of respondents who consider the NRA to be a patriotic brand.

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The number of Republicans who consider the NRA to be a patriotic brand has decreased by 5% since 2019, while the number of Democrats has only decreased by 1%.

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Those with a smaller income had a 2% decrease in the number of people who consider the NRA to be a patriotic brand and those with a larger income had a 1% decrease.

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The Northeast, Midwest, and South all had 3% increases in the number of people who consider the NRA to be a patriotic brand. The West only had a 1% increase.

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Harley Davidson

Harley Davidson saw a 4% overall decrease in the number of people who consider it a patriotic brand.

The number of males who consider Harley Davidson to be patriotic decreased by 5% since 2019 and the number of females has decreased by 3%.

Republicans and Democrats have both had decreases since 2019. Republicans decreased by 3% and Democrats decreased by 5%.

The number of people who consider Harley Davidson to be a patriotic brand decreased by 4% in both those with smaller incomes and larger incomes.

The regions with the highest decrease in the number of people who consider Harley Davidson to be patriotic are the Northeast and the South with 5% decreases, followed by the Midwest with a 3% decrease and the West with just a 1% decrease.

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Chick-fil-A

Between 2019 and 2020, Chick-fil-A had a 2% overall decrease in the number of people who consider it to be a patriotic brand. This may have been caused by bad press about the company donating to anti-LGBTQ groups in late 2019.

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Both males and females saw a 2% decrease in the past year in the number of people who consider Chick-fil-A to be patriotic.

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The number of Republicans who consider Chick-fil-A to be patriotic has decreased by 5% since 2019, but the number of Democrats has stayed the same.

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Those with a smaller income generated a 2% decrease in the number of people who consider Chick-fil-A patriotic, while those with a larger income saw no change.

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When looking at the numbers by region, the South saw the largest decrease at 3%, followed by the Midwest which had a 2% decrease and the Northeast which had a 1% decrease. The West saw a 2% increase.

US Supreme Court

Overall, The US Supreme Court saw no change between 2019 and 2020 in the number of people who consider it to be patriotic.

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The number of males who consider the US Supreme Court to be patriotic stayed the same while females had a 1% increase.

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Republicans had a 4% increase since 2019 in the number of people who consider the US Supreme Court to be patriotic, while Democrats saw a 1% decrease.

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Those with a lower income saw no change in the number of people who consider the US Supreme Court patriotic. Those with a larger income saw a 1% increase.

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To learn more about people’s perceptions of different brands, download our 2020 Sample Landscape Report and check out our other blogs from the Sample Landscape series!

Political Climate

Vaccinations and Minimum Wage

To Vote or Not to Vote

Respondent Experience and How It Can Be Improved

How COVID-19 Behaviors Differ by Sample Provider

Positive COVID Stories