In the midst of Brexit Britain, Attest has carried out research to find out about consumer perception of British brands and products.
Does a ‘Made in Britain’ label make a difference to consumer brand perception?
The study by the brand intelligence and consumer insights platform surveyed 2,000 Brits and 2,000 Americans.
Of those, three in four said they were more likely to buy a product with a ‘Made in Britain’ label.
‘Quality’ was the most associated term with ‘Made in Britain’, followed by ‘stylish’, though 46% expect British-made products to be expensive and one in three Americans admitted they don’t know any British brands.
However nearly 40% of Americans find ‘Made in Britain’ products ‘desirable’ and 39% of Brits feel more positively towards British brands and products post-Brexit.
All about the branding
When asked to list their favourite British brands, Cadbury and M&S had the best brand perception for British participants, while Burberry came out on top as the favourite in the US.
“Britain’s reputation for style and quality, both within the UK and overseas, is evident in our findings”, says Mark Walker, Marketing Director at Attest.
John Noble, Director of the British Brands Group says: “British brands are a strong source of pride, but also of our international competitiveness, and it is encouraging to see this reflected in this research. British brands help shape perceptions of the UK around the world, with the Nation Brand Index rating the country third out of 50 for the strength of its image and reputation. Strong brands will play a key role in our future success.”