Smith & Wesson Named in Survey of America’s Most Patriotic Brands
OutdoorHub Reporters 07.09.13
Along with American icons such as Jeep and Coca-Cola, a survey conducted by New York research firm Brand Keys found Smith & Wesson among the 25 brands most associated with the country’s national identity. Brand Key canvassed a diverse group of 4,500 consumers and asked them to rate 197 brands based on how patriotic they seemed. Their findings were released shortly before July Fourth.
“Slapping an American flag on something and actually having an authentic foundation for being able to slap an American flag on something are different and the consumer knows it,” said the company in the release on the survey.
According to the company, a strong sense of patriotism in a brand can promote a strategic advantage over competitors, leading to greater emotional engagement and customer loyalty. Not surprisingly, Americans love companies that are proud to be American.
Although there were a few unexpected contenders, the opinion survey generally revealed predictable results. Coca-Cola, Levi Strauss, Hershey, and Walt Disney grouped together at the top five while other honorable mentions included Ford, Budweiser, John Deere, and Campbell’s. Long-standing gun maker Smith & Wesson came in at number 12 with a high 85 percent patriotism rating.
It’s not a surprising accolade for this industry giant–Smith & Wesson opened their doors back in 1852 after founders Horace Smith and Daniel B. Wesson left the Volcanic Repeating Arms Company. Capitalizing on their new Model 1 revolver, Smith & Wesson soon rose to prominence for their high-quality firearms.
For years, the company’s trademark revolvers have served well in the hands of police and military forces around the world, and became immortalized in films such as Dirty Harry and 3:10 to Yuma. More recently, Smith & Wesson’s future looks secure with a strong showing in 2012’s Q4 that saw profits more than double. Company executives are unreserved in their optimism for 2013.
“We have always considered our company to be an American Classic,” James Debney, Smith & Wesson President and CEO, said in a press release. “To be included on this list of most patriotic companies is a great honor. Our strong relationships with our customers and our commitment to serving our country will always remain our top priorities.”
Jeep headed Brand Key’s list at number 1, while America’s armed forces–though not a “brand” in the conventional sense–scored the highest.
