Beckham gives British brands ‘edge’ over Europe

Cultural icons like David Beckham can help sell British brands like Johnnie Walker in emerging markets, a survey of Chinese consumers has found.

David Beckham, a UK cultural icon, is helping boost sales of British products in emerging markets

According to a poll of Chinese consumers in Shanghai and Beijing, who travel to shop in the UK at stores like Harrods, Harvey Nichols and House of Fraser, are influenced by Britain’s cultural icons.

Conducted by professor Qing Wang of Warwick Business School, the study found the UK’s cultural icons offer an edge to British brands in emerging markets over their counterparts in the rest of Europe.

“A very important factor that makes Britain stand out is that it incorporates tradition and innovation seamlessly,” Wang said.

“Put differently, Britain’s advantage lies in the so-called soft power, which is defined as the ability to get what you want through attraction rather than through coercion and cultural heritage is a key part of that.

“The extent of its impact is hard to measure and even harder to replicate. As China promotes its own soft power, it has increasingly turned to Britain for inspiration.”

Asked what the Chinese consumers associate with Britishness, popular answers were the royal family and David Beckham, which may explain why Diageo chose to partner with the former footballer on its new global Scotch grain whisky brand, Haig Club.

“Emerging markets like China and India offer huge potential for luxury marketers where advertising efforts should focus on ‘selling the dream’ and creating stronger ties with the super-rich,” Wang continued.

“For luxury firms, unique and customised product offerings combined with exquisite craftsmanship and the British association will continue to drive sales in emerging markets.”