Law firm Hogan Lovells invited guests to its London office to hear about a new report on brands on February 3, 2014. WIPR was there.
The ‘Made In’ report, compiled by brand consultancy company FutureBrand, assessed how origins of brands affect consumer choice, which countries are the most powerful branders and the importance of strong IP protection. As part of the report, 1,050 consumers across six countries were surveyed, with experts also consulted.
According to the report, the importance of a strong origin when marketing a brand is “fundamental” to its success and consumer perception.
A social media campaign at Christmas 2013 resulted in a ‘top-10’ list of countries for branding. The US took top spot, ahead of France and Germany; the UK was ranked sixth, while Japan, Korea and China also featured in the top 10.