‘Made in Britain’ label would make three in four people more likely to buy a product

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?

Attest, a brand intelligence and consumer insights platform, surveyed 2,000 British and 2,000 American people, and these are some of the findings:

  • 3 in 4 people are more likely to buy a product with a ‘Made in Britain’ label
  • ‘Quality’ is the most associated term with ‘Made in Britain’, followed by ‘stylish’, though 46% of people expect British-made products to be expensive
  • 1 in 3 Americans admit they don’t know any British brands
  • 39% of Brits feel more positively towards British brands and products post-Brexit

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.

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 3rd out of 50 for the strength of its image and reputation. Strong brands will play a key role in our future success.”