Brand Ireland

Abstract

In the cultural supermarket, Brand Ireland offers a lifestyle choice that appeals to many shoppers. Scores of companies that associate themselves with its symbolic constructions have profited from its country of origin cachet. This paper will illustrate how Brand Ireland gained its iconic status and provide a brief biography of its commercial life. It will begin by revisiting the dramatic historical changes in Irish history that inadvertently wrought Brand Ireland’s accidental birth. It will proceed by defining and detailing the three incarnations of Brand Ireland that currently co-exist: BI-Generic, BI-Regional and BI-Plus. The paper will conclude by asking whether the success of Brand Ireland is sustainable over the longer term, especially at a time when its credibility in the marketplace is increasingly under scrutiny.

Keywords: Ireland, branding