Branding makes a major contribution to UK economy

In their report Valuing Brands in the UK Economy the organisations revealed that branding development, design, marketing and advertising supports one million jobs in the UK.

BBG director John Noble said that packaging plays a “crucial role” in the promotion and protection of brands and questioned the government’s classification of branding as making an “intermediate contribution” to the economy.

“The danger is that this contribution, in not being measured, is being undervalued,” he said. “Government needs to recognise the role that brand building plays in generating wealth for the UK.”

Robin Barr, chairman of Barr Soft Drinks added that there is a “strong feeling” that the importance of branding has long been overlooked.

“This report shows that companies such as ours build successful brands that people love, already make a sizeable contribution and have a stronger role to play in the UK’s economy,” he said.

Diageo Europe president Andrew Morgan said that the quality of goods and services from a country influences people’s perception of it.

“The UK is ranked second amongst 50 nations for being positively perceived by overseas consumers, thanks in part to the significant, positive contribution of branding,” added Morgan.

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