The National Trust, Radio 4 and Avon named most 'English' brands

The National Trust, BBC Radio 4 and Avon are among the most 'English' brands, according to research published ahead of St George's Day on Saturday.

The National Trust's 'special places' ad campaign
The National Trust's 'special places' ad campaign

The survey, which is based on RKCR/Y&R’s in-house data, matches the attributes the public associate with the brand ‘England’ against the attributes of consumer brands to come up with a percentage score on their Englishness.

Values people apparently most associate with ‘Englishness’ are ‘friendly’, ‘down to earth’, ‘trustworthy’ and ‘reliable’.

Research found BBC Radio 2 and Radio 4 were the most English brands with both scoring 89%.

The National Trust scored 78% thanks to its associations with ‘national pride, support and respect for tradition’.

Products identified as the most English in their categories include Mr Kipling in bread and cakes (70%), Monopoly in toys and games (76%), Avon in bodycare and cosmetics (70%), and William Hill in gambling (75%).

Monopoly topped the toys and games category despite originating in America. The game is produced by Hasbro, but the UK version is licensed to Waddingtons.

The Co-op (74%) was identified as the most English supermarket and TSB (77%) emerged as the most English high street bank.

Jamie Oliver was named as the most English personality with a score of 76%, while David Cameron and George Osborne scored -3% and -5% respectively.

Results were based on a survey of 3,285 respondents aged between 18-74.