Brexit and uncertain times: rethinking the role of the UK economy and its global brands

The recent uncertainties of Brexit have been most manifested in the falling levels of the exchange rate. The pound fell 6% in two minutes according to The Independent on 7 October 2016. Uncertainties can result in Flash Crash as well as a falling exchange rate. So far, however, Brexit fears have not led to negative growth rates and there may be opportunities from lower export prices and the flexibility to undertake new trade deals. This article sets out to examine how realistic this may be in an economy that has had much success in reinvigorating its brands of late. It draws on macroeconomic theory related to exchange rates and data.Additionally, a marketing perspective, utilising country of originand brand equity theory, is adopted in order to examine towhat extent Brexit might impact on the health of UK products.Relevantly, an increased focus from government on supportingkey brands for exporting may also have an impact on theconcept of creating more shared values. However, evidencewould suggest that much needs to be done to maintain acompetitive edge in the global market place.