I see where you're coming from thegreylady but the word "British" just doesn't have very good associations for me ...
The British Empire
The British National Party
etc.
I think for me "English" seems better - then I think of English as a subject at school - which I loved, English literature etc. Also English rose etc. That all feels much more comfortable and something to be proud of.
If I think of France for example there's French food, French art - even though they also had an empire that doesn't come to mind for me - perhaps because, not being French, I'm not as aware of French history.
Sport seems to help with the word's image somewhat, but it's only at the Olympics that we play as a British team, and keep a tally of our British medals. At the world cup for example we send an English team.
Come on England!