An Analysis of the Performance of the Term "Great Britain/British" from a Brand Perspective - 1603 to 1625

Abstract

The dissertation takes the modern business technique/concept of brands and branding, applies them to a historic case study, the creation by James VI and I of Great Britain from 1603 to 1625, and by doing so throws new light on both. It compares two distinct approaches to branding, unidirectional and social interactionist, postulating that the latter would prove better at explaining the success of the brand Great Britain/British. The case study reveals that neither approach is supported by the evidence. Content analysis shows that there was a lack of awareness of the brand Great Britain/British and an inconsistency in its use, hence neither approach can be sustained. However, the same analysis does show that an alternative brand, England/English, existed in the same time and that this brand provides some limited support for the social interactionist view of brands and branding. The lack of success of the brand Great Britain/British during his reign does not appear to have prevented James VI and I from establishing himself as the legitimate King of England in addition to Scotland although the contribution of the brand to this was marginal at best.