There is value in communicating 'Irishness' in brand-building for the export market. In the face of current economic challenges, studies show that brands do a lot better in tough times compared to unbranded products.
Brands convey a uniform quality, credibility and experience. Brands are still being built today, particularly in the Irish food sector, with its wealth of brands, such as Cully & Sully, Glenisk, Glenilen Farm and Keogh's Crisps.
Irish food brands with export...
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