Island Studies Journal (Nov 2012)
‘Genuine Jersey’: Branding and Authenticity in a Small Island Culture
Abstract
Jersey has attained a recognized international reputation especially in agriculture, tourism and finance. Over the past century, this small island has developed rapidly as a tourist destination and, since the 1960s, as a leading international finance centre. This paper discusses how a public-private organization uses a notion of islandness in order to help add value to local produce and products, and at the same time offering a sense of authenticity in terms of provenance. As an organization and brand, “Genuine Jersey” was launched in 2001 and is now a particularly visible island-based brand that does much to support local businesses and promote selected island produce and products more broadly to locals and visitors alike, as well as within a wider export industry. Drawing on discourses mainly from island studies and marketing, the article discusses how and why this brand exists on Jersey. While including a critical discussion of the brand itself, the paper shows how Genuine Jersey operates on and as a result of this particular island context.
