Hershey's, Coca-Cola, Wrigley's and Colgate were among the top brands in a survey of most patriotic brands from research group Brand Keys. For a brand to be viewed as patriotic, the value must be seen as "part of the brand's equity" and "acknowledged on a deeply emotional and engaging basis," said Robert Passikoff, president of Brand Keys. Hershey's and Coca-Cola came in at numbers two and three, respectively, behind front-runner Jeep.

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