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Nation Branding in Ireland, Essay Example

Pages: 2

Words: 583

Essay

The success of businesses in today’s marketplace is strongly dependent on globalization, as this phenomenon has changed how businesses operate. Globalization has impacted business operations extensively, which has resulted in the need for businesses to enhance their strategic plans and business approaches. This includes all levels of business that require both local and global planning (Muciimi and Ngumo). This is also true for countries regarding strategic positioning and relevance. One important element that is essential for a country’s success is its image and recognition in the global marketplace. This includes a country’s national brand. This paper analyzes nation branding in the country of Ireland, based on John Fanning’s (2011) ideas about the competitive positioning of Ireland and developing a ‘nation’ brand and its relevance to the country’s success.

As proposed by Fanning (2011), the emergence of globalization has resulted in world interdependence, which means the world has become a more competitive environment for the nations of the world, in the form of tourism, investment, education, exporting, and talent opportunities. As Ireland has a history of embracing a positive national identity, it is in the country’s best interest to establish a nation brand that capitalizes on the country’s valuable assets. To assist in implementing this initiative, the country has sought to “build a nation brand image through the work of the Industrial Development Authority (IDA), Tourism Ireland, Bord Bia, and Culture Ireland, supported by an imaginative coordinating effort at national government level” (Fanning 23). This is an important step to how Ireland may represent itself to the world and how it is viewed in the eyes of consumers in the global marketplace.

Since globalization impacts on international business strategy (Muciimi and Ngumo), Ireland’s nation brand image will help the country continue to grow within the global business environment by presenting the country as a major player in the global marketplace. This is significant because, like other nations, Ireland induces specific attributes, associations and opinions on the minds of people all over the world, which establishes the country’s image. Consequently, when these attributes, associations and opinions are favorable, then the country’s image is strong and serves as one of the country’s important assets (Muciimi and Ngumo). The reason this is important is because the country’s nation brand image will determine its success in attracting opportunities with tourism, overseas students, foreign direct investments, and managerial talent to the country. Additionally, the country’s brand image can significantly affect export opportunities.

John fanning’s (2011) ideas about the competitive positioning of Ireland and developing a ‘nation’ brand is relevant to the country’s history regarding Celtic revival and the vision of Ireland’s identity dating back to the 19th century. This is in light of the fact that Ireland has recently suffered a financial crisis. However, the country has implemented initiatives to restore the country’s brand image from any damage done, by enhancing the country’s positive aspects to strengthen its image as a “valuable national asset” (30). Additionally, renewing and redefining the country’s brand positioning will assist in developing a more stable gross domestic product, which is its primary goal (Muciimi and Ngumo). This will no doubt add value to the country’s image and improve people’s lives and effect a positive change in Irish communities directly and indirectly in the world.

Works Cited

Fanning, John. “Branding and Begorrah: The Importance of Ireland’s Nation Brand Image.” Irish Marketing Review 21.1 & 2 (2011): 23-31. Print.

Muciimi, Ericlee Nyaga and Evanson Mwangi Ngumo. “Implications of Globalization for International Business Strategy: A Multi-Sectoral Approach.” International Journal of Science and Research 3.4 (2014): 68-78. Print.

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