Island Studies Journal , Vol. 7, No. 2, 2012, pp. 235-258 ‘Genuine Jersey’: Branding and Authenticity in a Small Island Culture Henry Johnson University of Otago New Zealand
[email protected] 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. Keywords: authenticity, branding, Genuine Jersey, island, Jersey, produce, products, public- private partnership © 2012 Institute of Island Studies, University of Prince Edward Island, Canada Introduction This paper studies the interconnection between branding and constructions of authenticity on Jersey. The aim of the article is to show how one organization on a small island utilizes a notion of islandness in several ways in order to help add value in terms of provenance to select local produce and products.