What does 'Brand England' mean at the Glasgow 2014 Commonwealth Games?

With less than five months to go until Glasgow 2014, the England Commonwealth Games team is busy attempting to rally the nation around its "We Are England" brand.

Tom Daley: represents 'inclusive and diverse' England brand
Tom Daley: represents 'inclusive and diverse' England brand

And with Scotland set to vote in a referendum on independence later this year, Adam Paker, chief executive of Commonwealth Games England, has discussed the importance of conveying a "positive Englishness" during the event. 

Speaking exclusively to Marketing, Paker said: "We feel that ours is a very young and ambitious brand, drawing on a huge amount of heritage. 

"We’ve really thought about Englishness in the 21st century, what does it really mean? It’s inclusive, it’s diverse; that’s the real essence of it for us."