Branding Britain

Abstract

Location branding is a hot topic throughout the world, not least in the UK, principally as a key driver for tourism, inward investment and/or export revenue. International tourism receipts into the UK have been in long-term decline in an increasingly competitive market — how should a highly diverse Britain be cohesively positioned to meet the demands of the future and the changing visitor? This paper lays out the principles of approach, the team structure, the detail of the process and the framework for strategic resolution and creative execution, along with providing some broader conclusions with regard to location branding projects. The strategic hypothesis, positioning concept development, international research and synthesis into a usable and inspiring brand model are described and the principles of the brand identity implementation outlined.