The Olympics and brand Britain

The Olympics and brand Britain


The 2012 Olympics were promised to bring a range of benefits to Britain. According to figures released by the Department of  Culture, Media and Sport, by 2020, the economic impact of the games is estimated to be £28 billion to £41 billion in Gross Value Added (GVA) and 618,000 to 893,000 years of employment. So, not bad going.

There are many arguments for the good value of the Olympics, mostly to be found in official government reports. However, brand consulting firm Landor Associates have recently revealed statistics on a new angle to consider: how the games shifted the world’s perceptions of Britain. Danny Boyle’s opening ceremony was designed to represent Britain’s view of itself to the world. How exactly did that work out?

Statistics from France, Germany, the USA and Brazil reveal some interesting shifts. With advertisers often using nationality as shorthand for values, they’ll need to pay careful attention to how their audience now view us in light of our stint as Olympic host.

France and the USA were more likely to describe Britain as trendy, while Germany and France were more likely to describe us as progressive.

After the games, France thought we were more approachable and trustworthy, but less glamorous. While the USA decided we were kind, approachable and more caring. Across the other side of the globe, Australia thought we were less rugged but more glamorous and prestigious. The Germans described us as reliable, intelligent and high performance. Brazil agreed with Germany’s assessment of our performance and said we were also trustworthy and social.

The Drum has posted the full infographic for your perusal. Do we want to be seen as rugged? Do people invest in ruggidity? (Is ruggidity a word? No.) The statistics suggest that we’re not so innovative, which people do invest in. Do we do it all again?

While it’s always going to be a strange and inexact science, trying to characterise a bunch of people who all happen to live on the same rock, we want to know what you think. Were the Olympics good for Britain’s image?



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