Published on 01.04.2019
A report by Brand Dialogue on the perception of geographical indication brands in the UK.
Cornish Pasty is the #1 British GI product for customer familiarity and protected status awareness, followed by Jersey Royal Potatoes and Scotch Whisky.
When looking at the scores separately, Cornish Pasty remains number one for familiarity, while Arbroath Smokies take top place for protected status awareness.
Phrases associated with GIs skew positive, with “Authentic” and “Premium Quality” two most popular answers.
Many British GI products considered “Best in Class” for their category, with Harris Tweed scoring highest.
Nearly three in four British consumers believe that they are much more likely or somewhat more likely to purchase products with a geographical indication.
Fish and Chips was named the Best of British Food & Drink by most respondents but a fifth of British consumers cannot name their favourite British dish.
Brand Dialogue is a public relations agency that develops communications strategies to create dialogue that drives brand value. Brand Dialogue is a member of the Brand Finance plc group of companies with presence in over 20 countries worldwide.