关于最有价值和最强大的保险品牌的年度报告

BritishGI Brands2019 A report on the perception of geographical indication brands in the UKApril 2019 Foreword. What makes a great communications strategy? Some might argue it is knowingyour target audience or creating consistent key messages or determining the bestcommunications channels. While all of these are true, the outcome of the strategy Brand Dialogue develops communications strategies to create dialogue that drives brandvalue, and we pride ourselves as the only PR agency in the UK that specifically focuseson geographic branding, including nation branding, city branding, and supporting Geographic branding can come in many forms, from well-known ProtectedDesignation of Origin brands – such as our clients Parmigiano Reggiano andProsciutto di Parma – to brands which evoke an immediate sense of identity such Cherry HaighChairman, Brand Dialogue Our team has experience across a wide range of disciplines – from research andinsights to communications and marketing – to help drive the success of GI brands.We understand the importance of sharing a brand’s story to reach business objectives.As an example, we have worked with the Parma Ham Consortium as their first andonly PR agency in the UK. We began by promoting Parma Ham on and off the bone, Due to the success of our work, the Parma Ham Consortium recommended BrandDialogue to the Consortium for Parmigiano Reggiano and we also became their firstPR and marketing agency in the UK. We feel lucky and proud to work with some of the We have also worked closely with our sister company, Brand Finance, to supportthe promotion and understanding of nation branding. The effect of a country’snational image on the brands based there and the economy as a whole can be ofsignificant importance, encouraging inward investment, adding value to exports, and So what role should geographic identity play in strategy and growth? And how does abrand gain value commercially by association with a particular place? The following report aims to shed a light on the perceptions of British GI brands on theeve of Brexit, and to stimulate the sharing of best practice on leveraging geographic The team and I look forward to continuing the conversation with you. Foreword3About Brand Dialogue4Contact Details4Contributors5Research Summary6Best of British Food & Drink12Methodology12Scotch Whisky Association13H. Forman & Son14Great British Chefs15GIs: Between Tradition and Model Challenges16Connecting with Brands18Brand Dialogue Services20Brand Finance Services21 Brand Dialogue is a public relations agency thatdevelops communications strategies to create Brand Dialogue has more than 25 years of experiencein delivering public relations and communicationscampaigns driven by research, measurement, and Our collaborative, multi-disciplinary methods, as well asour commitment to achieving results, have helped usestablish and sustain strong client relationships. Wehave worked with companies of all shapes and sizes, Brand Dialogue is a member of the Brand Finance plc groupof companies with presence in over 20 countries worldwide. Contact Details. Contributors. For business enquiries, please contact:Konrad JagodzinskiCommunications Directork.jagodzinski@brand-dialogue.co.ukFor media enquiries, please contact:Georgie HackettCommunications Managerg.hackett@brand-dialogue.co.uk linkedin.com/company/brand-dialogue-agencyfacebook.com/branddialogueuktwitter.com/branddialogueukinstagram.com/branddialogue For all other enquiries, please contact:enquiries@brand-dialogue.co.uk+44 (0)207 389 9404 For more information, please visit our website:www.brand-dialogue.co.uk Research Summary. According to the Worldwide GIs Compilation createdby oriGIn, a network promoting geographical indication Cornish Pasty Seals Top Spot Top 10 British GI Products Cornish Pasty, part of the British diet since the13th century, is the most well-known geographicalindication product in the UK, according to originalmarket research by Brand Dialogue conductedespecially for the purposes of this report. 53.4% ofBritish consumers are familiar with Cornish Pasty What exactly is a geographical indication? It is a signused on products that have a specific geographic originand possess qualities or a reputation due to that origin.It is important that the characteristics or reputation of theproduct should only be essential due to its place of origin.For example, Prosciutto di Parma can only be made in Of the GI brands analysed in the research, it is notsurprising Cornish Pasty sealed the top spot. TheCornish Pasty Association is extremely active inpromoting the product and its Protected GeographicalIndication status. Every year the association coordinatesa Cornish Pasty Week, where Mr and Mrs Pasty takea tour of Cornwall surprising consumers along the way, Most British GI brands, 74 out of 76, have either aProtected Designation of Origin (PDO) or a ProtectedGeographical Indication (PGI). While both are verysimilar, the main