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 his most valuable business asset.

In fact a brand is all these things – and so much more besides. It is the sum of an individual's knowledge and experience of a specific product, service or company and is built by companies delivering consistently on a relevant promise of quality and value. For the consumer, it makes choosing much easier and allows them to buy with reassurance and confidence.

A company focused on building a strong brand takes note of what the consumer wants and places great emphasis on research and development to meet their needs and remain relevant. Such innovation is the stimulus of a living, dynamic market in which companies constantly strive for improvement. The result is stronger and more diverse competition, based on quality as well as price.

Branding creates jobs and wealth – 1 million people are employed in the UK in creating and building brands and companies invest some £33 billion a year in such activity, representing a £16 billion investment in the UK economy (12% of all intangible investment).* Brands provide work in poorer economies and their well-known name brings a transparency to working conditions in those countries, yielding higher standards.

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.


* Westminster Business School report 2008 - Valuing brands in the UK economy