Guinness has defended its position as Ireland’s most valuable brand, with a brand value of €2.5 billion, an increase of 16% from the previous year, according to a recently published Brand Finance report.
The annual report on the most valuable and strongest Irish brands outlines that Guinness is leading the way for Irish brands, with the top 10 brands celebrating an increase in brand value, a reflection of the upturn in the Irish economy, which has been undergoing a recovery for the past few years.
‘Guinness, considered by many to encapsulate the very essence of Irishness, has launched successful digital marketing campaigns in a bid to create an ageless brand that appeals to all demographics,’ the brand valuation and strategy consultancy firm outlined in its report.
Six Nations Rugby
The group said that alongside this, Guinness’ renewed sponsorship of the Six Nations Rugby competition has tapped into the drink’s traditional markets, further boosting its international recognition and thus its brand value.
The dry stout maker announced last December that the new sponsorship is a six-year deal adding to an already extensive portfolio that includes the Guinness PRO14, and partnerships with the four Home Unions and leading European clubs Leinster and Munster.
Strongest Brand
The research showed that Baileys is Ireland’s strongest brand.
Headquartered in London, the company attributed this to the fact that Baileys has been able to 'create a unique identity for itself in the market and has committed to changing trends, for example the launch of Baileys Almande, to meet the growing demand of ‘free-from’ health conscious consumers'.
Rising Stars
Overall, the report highlighted that the Irish food sector shows promise with food brands featuring prominently in the ranking as rising contenders: Kerry Group (brand value €545 million); Optimum Nutrition (brand value €426 million); thinkThin (brand value €347 million); BSN (brand value €212 million); and Denny (brand value €151 million).
Overall Top Ten
According to the Brand Finance report, the top ten Irish Most Valuable Brands are as follows:
1/ Guinness
2/ AIB
3/ Primark
4/ Ryanair
5/ Smurfit Kappa Group
6/ Bank of Ireland
7/ DCC
8/ Jameson
9/ Ardagh Glass
10/ Kingspan
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.
