Be Distinctive Britain
If Britain were a brand, what kind of shape would it be in? Has it lost its way, or is it still punching above its weight? Great Britain or not so Great Britain? Ipsos, in partnership with JKR and The British Chambers of Commerce surveyed 3,000 consumers and 1,100 UK business leaders to find out.
We wanted to get under the skin of Brand Britain and understand what it means for brands, businesses and people, so we went straight to the source, interviewing over 3,000 members of the British public and 1,100 UK business leaders, combined with 50 years of data and a focus on 60 iconic brands (including: Greggs, Yorkshire Tea, British Airways and Jaguar).
The outcome? A robust report, in partnership with JKR and The British Chambers of Commerce, which explores how people see Britain, which attributes differentiate Britain from other nations and how British brands feed off, and feed into, Brand Britain.
Here's some of our key findings:
- 52% of UK exporters feel that Britain's brand helps them grow and increase sales
- 1/3 of the British public actively go out of their way to buy British
- 43% boost in brand closeness for British brands that tap into Brand Britain
