This report focuses on the perception of geographical indication brands in the UK, as represented by British GI Brands. The report highlights the importance of developing effective communication strategies that meet core organizational objectives and drive business. The authors of the report, Cherry Haigh and Brand Dialogue, emphasize the role of geographic branding in achieving commercial success. They mention that geographic branding can take many forms, including Protected Designation of Origin brands, and that their team has experience in various disciplines to help drive the success of GI brands. The report also provides an example of their work with the Parma Ham Consortium, where they promoted the brand and oversaw the introduction of pre-sliced products in the UK.
