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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
However nearly 40% of Americans find ‘Made in Britain’ products ‘desirable’
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.

View the full infographic here and additional assets on Dropbox

“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. “Rather than Brexit diminishing Britain’s reputation for consumer brands on the world stage, it appears to be presenting an opportunity to redefine ‘Made in Britain’ both at home and abroad.”

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.”

About Attest

Attest is a Market and Brand Intelligence platform, helping connect businesses to a network of 70 million consumers across 80 different countries. They work with brands including Deliveroo, Fever-Tree, Twitter, Uber and Unilever to help them measure, manage and maximise their brand equity, get closer to customers, and win market share. They are backed by leading venture capital firms including Oxford Capital and Episode 1. Learn more at

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Maria Hughes
Media Relations Manager
Telephone: 020 7242 0142

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