Deloitte: London 2012 generates 'significant boost' for Brand Britain

Image: London 2012 is attracting overseas residents

New research carried out by professional services provider Deloitte has found that London 2012 is generating a "significant boost" for Brand Britain among overseas residents.

A survey of 6,000 people found that 80 per cent of those from China and India's growing middle classes feel more likely to want to visit Britain as a result of this summer's Games.

More than 76 per cent of respondents from China and India also associate the Games with the UK - a higher proportion than residents elsewhere in Europe or the US.

Deloitte UK head of consumer business Nigel Wixcey said: "London 2012 clearly provides a direct and immediate opportunity for consumer businesses.

"However, our research shows the potential is there for a longer term benefit too, but only if companies are prepared to exploit the opportunity."

Details: www.deloitte.com

Image: LOCOG