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Brand for Britain

OVER HALF of UK businesses believe a "corporate style" brand is needed for Britain to gain the recognition it deserves for innovation and to increase its competitive edge.

According to a new survey produced by the Chartered Institute of Marketing (CIM), in association with Marketing magazine, 45 per cent of those businesses polled believe that it is the British identity that helps position British businesses as competitive and strong.

However, 44 per cent of those who do think that a corporate brand would benefit Britain are unwilling to pay a business levy to promote the UK as a business location. More than 70 per cent are not willing to pay more than pounds 500.