An In-Depth Look at the Resilience of Brand Britain
Brand Britain has proven to be a robust asset, both in the business world and in the eyes of the public, despite the challenges posed by an increasingly competitive global landscape. This conclusion is drawn from a significant report, Be Distinctive Britain, produced by global branding agency Jones Knowles Ritchie (JKR) in partnership with market research firm Ipsos and the British Chambers of Commerce (BCC).
The report reveals that Brand Britain remains influential, providing valuable insights into its impact on business growth and its strong cultural identity. Powered by dynamic data visualisations from Flourish, part of Canva, the study assesses the distinctive qualities that contribute to Britain’s continued appeal.
Brand Britain’s Strength in Cultural Influence and Economic Success
The Be Distinctive Britain report sheds light on what makes Brand Britain stand out globally. By viewing Great Britain as a brand—similar to global icons like Apple, British Airways, and Coca-Cola—the study uncovers key elements that distinguish the nation. These include its rich cultural heritage, global reputation for innovation, and enduring economic influence.
Surveying over 3,000 members of the British public and 1,100 UK business leaders, the study highlights how Brand Britain continues to influence both domestic and international markets. The findings reveal a nation whose cultural and historical reputation remains a defining characteristic, but also raise questions about whether this identity will persist in the face of global competition.
Lee Rolston, Chief Growth Officer at JKR, commented on the significance of these findings: “It’s essential for any brand to understand how they’re perceived by their audience, and that holds just as true for a nation as it does for any company. This report reveals that Britain’s cultural influence is at the heart of its global image and economic success.”
The Business Perspective: Brand Britain’s Role in Growth
In a survey by the BCC, more than half (52%) of UK exporters stated that Brand Britain helps drive their business growth. Additionally, just 11% of exporters reported that the brand had a negative impact. Among non-exporting firms, the sentiment was more modest, with 23% saying the brand boosts sales.
Businesses widely recognise Britain as an innovative leader. It is often cited as the best place for business, investment, and product innovation. However, there is a sense that the UK’s political and economic influence may wane in the coming years, with just 44% of firms believing the country has political impact and 42% acknowledging its economic influence. Despite this, 53% of firms expect Britain to retain its cultural influence well into the future.
Shevaun Haviland, Director General of the British Chambers of Commerce, noted, “Despite recent challenges, Brand Britain still packs a punch for UK businesses, particularly those who export. Companies recognise that the nation’s history, culture, and innovation are key drivers of growth and global recognition.”
Public Perception: Resilience and Pride in British Brands
The Ipsos research, which analysed consumer perceptions of over 60 iconic British brands such as Burberry, Cadbury, and Dr. Martens, found that Brand Britain remains strong in consumers’ minds. Over a third (35%) of respondents said they would go out of their way to buy British brands. A substantial 59% of consumers agree that Britain produces high-quality brands, with 69% trusting British brands.
Interestingly, 39% of consumers expressed a willingness to pay more for British products, highlighting the strong emotional connection to brands associated with Britain. However, there were generational differences, with Baby Boomers (77%) more likely to favour British brands than Gen Z (66%).
The report highlights Britain’s key characteristics traditional, enduring, and witty as qualities that continue to set the nation apart. Other traits such as trustworthiness, friendliness, and generosity further solidify Britain’s identity.
Lucy Burnham, UK Head of Brand Research at Ipsos, commented: “Brand Britain’s resilience is not just about nostalgia. It’s a tangible asset that businesses can leverage to strengthen consumer relationships. The continued power of Britain’s image is clear, as it remains a source of pride for both the public and businesses.”
Brand Britain’s Future
The Be Distinctive Britain report reveals that while Brand Britain faces challenges, it remains a powerful force both domestically and globally. By harnessing the nation’s cultural, historical, and innovative strengths, businesses can continue to grow and thrive on the world stage.
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