Britain's Brand Identity

Research agency ORC International has launched a panel of UK and European brand and communications directors to find out their views and opinions on a range of branding issues.

As part of the survey, panel members were asked whether joining the Euro would debase the 'unique essence of Britain's brand identity'. Nearly two thirds of members (64%) felt that losing our currency would not deprive Britain of its unique identity. However, 15% did feel that the pound was one of the most stable currencies in the world and Britain would lose world status if it changed to the Euro. A further 11% felt that although losing the pound would negatively affect the identity of Britain, this would be a necessary sacrifice to protect economic performance in the future.

The ORC International Brand Insight Panel is made up of senior brand and communications directors in UK and European organisations. The panel is convened each quarter to ask for opinion on current branding issues.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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