Wednesday 14 November 2018

Value of 'brand Ireland' pushes it into world's top 30

The Sydney Opera House lit up for part of Tourism Ireland’s Global Greening initiative for St Patrick’s Day
The Sydney Opera House lit up for part of Tourism Ireland’s Global Greening initiative for St Patrick’s Day
Ellie Donnelly

Ellie Donnelly

Ireland’s ‘nation brand’ has jumped 26pc to €468bn according to a global report by consultants Brand Finance.

Ireland has broken into the top 30 on the list which measures the added financial benefit to businesses and brands of being based in a given country. Ireland grew faster than the USA, China or the UK.

Speaking to the Irish Independent, Simon Haigh, MD of Brand Finance Ireland, said that the report analyses factors including the intangible assets in the best-run companies in a country, international perception of nations as places to do business, quality of life, and corporate ethics and governance.

Ireland’s success can be explained by a combination of factors including continued economic growth, and a renewed appeal as a location for domestic and inbound investment, according to the report.

“Despite US tax reductions, discussions on EU corporate tax harmonisation, and the vagaries of Brexit deal negotiations, Brand Ireland proves ever more appealing,” Mr Haigh said.

“Many financial and corporate entities established in the UK continue to head to Dublin to ensure the preservation of EU passporting rights after Brexit,” he added.

The United States remains the most valuable nation brand, with its value increasing 23pc over the past year to €22.5 trillion.

The US is followed by China and Germany in the global ranking.

Despite concerns around Brexit, the UK has seen its nation brand ranking improve one place to fourth overall, the report finds.

Irish Independent

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