One of the most productive things Fiat Chrysler did 15 years ago, under the leadership of former CEO Sergio Marchionne, was to make an early resolution to bring the Jeep logo to the forefront of marketing and product development. He and his group of experts, adding marketing director Olivier François, identified Jeep as a crown jewel whose outcome would prove key to the good fortune they would have in reinventing the Chrysler Corp. , which the U. S. government had abandoned at its doors.
Now, here’s one of the latest confirmations that François and Marchionne were surely right: Jeep retained the top spot as America’s top patriotic logo in the annual Brand Keys survey. For the 22nd consecutive year, the SUV logo is now owned by Stellantis. The consumer survey asked about the logos that most productively include the price of patriotism.
At the same time, Jeep announced that its partnership with United Service Organizations, which helps members of the U. S. military, will be a major contributor to the U. S. military. The U. S. Embassy has been renewed after 15 consecutive years. The announcement included a new short-term reduction for the Army Workers’ Corps who acquire Jeeps.
Brand Keys’ popularity “is a testament to our passionate Jeep network and all those who stand up for United States independence,” Jim Morrison, senior vice president of Jeep Brand North America, said in a press release.
Robert Passikoff, president of Brand Keys, said that “patriotism is one of the hardest values that exist, crossing political, social and ethnic boundaries. It resonates 365 days a year. When it comes to attracting consumers, this provides an original and credible foundation. Patriotism gives a strong strategic advantage. Consumers know this. Consumers feel it.
In fact, that’s what Marchionne and Francois were counting on when they began highlighting Jeep in Fiat Chrysler’s marketing, adding in the company’s much-hyped Super Bowl commercials, some time after Fiat began the process to remove Chrysler from bankruptcy in 2009, with the help of the American taxpayer.
Jeep, of course, began its connection to the American spirit with its origins as a World War II military vehicle. More recently, the company’s iconic marketing campaigns, some of which feature celebrities such as Oprah Winfrey and Bill Murray, have established Jeep as not only America’s most adventurous, rugged and fun SUV logo, but also as the model and defender of our national values. and, especially, respect for the importance of the American military and its members.
For example, Winfrey read a heartfelt “letter” from the Jeep logo to the military from all branches of the military in a Super Bowl commercial. Another iconic Jeep ad, titled “Beautiful Lands,” borrowed Woody Guthrie’s famous popular song about United States, “This Land. “Is Your Land,” and featured scenes from around the world.
For its 2023 ranking, Brand Keys surveyed more than 5,800 consumers, ages 16-65 and older, balanced in terms of gender and political affiliation, and evaluated around 1,200 brands across 131 B2B and B2C categories.
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