But our work with commercial organisations often reminds us of just how resilient big brands can be, and when we put ‘Brand Britain’ under the spotlight and look at how it is seen from the outside, our country has more brand equity than perhaps many of us give it credit for.
To illustrate, let’s take a look at the long-running Anholt-Ipsos Nation Brands Index. The latest results show some turbulence. France drops from second to fifth place in the league table, while the US has fallen further still – from sixth to tenth.2 Yet, back at the top of the rankings, it’s the UK who moves up to take France’s second spot on the podium, powered by improved ratings on the culture, people and tourism categories. (It’s worth noting that, as on the football field, this is another arena where Germany outshines us, holding onto first place for the fourth year in a row.)