Britain as a brand seen as more progressive, trendy and dynamic a year after Olympic Games
Britain as a brand is seen as more trendy, dynamic, stylish and innovative a year on from the Olympic Games by other countries, research from Landor Associates has found.
The study, using Landor’s BrandAsset Valuator (BAV), found that the image of Britain overseas has changed notably over the last decade, but the Olympics marked a considerable shift towards a more positive image.
The US now sees Britain as trendy; while Australia suggests we have become more visionary.
Peter Knapp, global creative officer at Landor, said: “Danny Boyle’s brilliant opening ceremony at last year’s London Olympics perfectly encapsulated the modern, multi-cultural nation we’ve become. However Landor’s research shows that Britain means different things to different people in different parts of the world. Brands looking to do business in other markets should not assume that Britain has an identikit image and should think carefully about how different foreign audiences perceive us.
“Overall, the Olympics have had a hugely positive impact on the image of Britain. The question now is whether the country is willing and able to maintain that positive perception.”
However, the Olympics failed to improve Britain’s image as an innovative country and, in four of the five markets Landor researched, the country continues to be seen as arrogant.
Content created with:
Landor
Find out more