Branding: a Weakness in Irish Marketing Practice?

I. Introduction

Throughout my discussion paper I will explain why, in my opinion, branding is not a weakness in Irish marketing practice. I will back this statement up with relevant examples of the success stories of Irish brands and statistics from an Irish perspective. I will also integrate this topic with relevant examples of marketing theory and practice and how these have been incorporated into the success of the Irish brands. After explaining what a brand is, I will discuss how branding has been a strength in Irish marketing practice under the following headings:

            - The Role Culture Plays
            - Demographics
            - Local vs. Global brands
            - Ethical and Social Responsibility
            - Challenges and Threats facing Branding in Ireland
            - Conclusion

II. What is a Brand?

“ A name, symbol, design or some combination which identifies the product of a particular organization as having a substantial, differentiated advantage over their competitors”.

A brand is the reputation of a firm, it is a personality, it is a promise and it is a relationship. The modern idea of a ‘brand’ was first introduced to the business world in the 19th century with the emergence of packaged goods. Companies would literally brand their logo onto their products when shipping their items in large bulk to various destinations. Lyle’s Golden Syrup claims to be the oldest branded product, with their green and gold packaging having remained unchanged since 1885. However the idea of ‘branding’ can be traced back to the 13th century when bakers in England were required by law to burn their mark onto every loaf of bread they made. According to Fanning (2006), In Ireland, where brewing and distilling were one of the few large-scale manufacturing industries, many of the famous brand names that are still thriving today were established in the 18th century or even later. Examples are Bushmills – 1608, Guinness – 1759 and Jameson –...