Hogan Lovells has hosted the launch of FutureBrand’s ‘Made In’ report: a study of more than 1,000 people in seven countries combined with research among experts and academics.
The research found that the UK has a better reputation as a ‘country of origin’ for branded goods than its share of world exports would predict.
However, with changes in EU laws and product labelling regulations coming into effect in 2014, companies should be increasingly aware of new rules when claiming product of origin.
The study found that the US and France top the list as the two strongest countries of brand origin with a strong performance across all consumer categories including fashion, electronics, luxury and personal care and beauty. The UK ranks at sixth overall with consumers.