Brands are an integral part of modern life

To some, a brand may just be a name, logo, corporate identity or simply recognisable packaging. To others it may be a “trust mark” – a guarantee of consistent quality. But to a brand manufacturer it is one of his most valuable and yet least quantifiable assets.

In fact a brand is all these things – and so much more besides. A strong, recognisable brand is priceless – it consistently delivers on its promise of quality and value. It makes choosing much easier and provides the buyer with reassurance and confidence in his purchase.

A strong brand takes note of what the consumer wants and places great emphasis on its research and development in order to cater to their requirements. Such innovation is the stimulus of a living, dynamic market constantly striving for improvement and encouraging competition.

Brands create jobs and wealth – some £500 billion of gross output, 400,000 jobs and £6 billion per year in exports from the UK.* Brands provide work in poorer economies and their well-known name brings a transparency to working conditions in those countries and hopefully improvements there.

Brands are so much more than just a name. The British Brands Group recognises the value of brands and their wide-ranging contribution and is dedicated to supporting the case for brands. For further information, go to Brands.


* Coopers & Lybrand report 1995