Identity Crisis
In amongst all the noise of the ongoing saga of Brexit, we are starting to see an interesting trend emerge from British brands.
The result of the Brexit referendum on 24 June 2016 may suggest we, as a nation, are suffering something of an identity crisis. This uncertainty has given British brands an opportunity to reaffirm who they are and what they stand for – a rebirth of Brand Britain. This move by British brands is likely no coincidence, but a strategic decision to seize an opportunity, as trust in non-UK goods looks set to take a hit following our separation from the European Union.
Brand Britain extends beyond the visual cues of the Union Jack flag, to deeper, shared values – According to the latest research, for American consumers, there’s one word which sums up their perception of UK goods: quality. It’s the most common positive trait associated with British products, followed by heritage.
In the UK, consumers value British brands along similar lines as the Americans. Three in five Britons associate British products with quality, and 60% of British women see Made in Britain as a stamp of heritage. (Source:
