Tuesday September 22, 2020

Real Views: Business perspectives

There is value in communicating 'Irishness' in brand-building for the export market.

6th July, 2013
Pat Kinsley is founder and managing director of Dublin-based brand and advertising agency Neworld Associates.

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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