2025-04-20-品牌价值-最有价值和最强大的爱尔兰品牌的2025年度报告（英）_29页_14mb

报告摘要

Irish Brands Report 2025 Summary

1. Key Changes & Growth

Guinness retains the top position in brand value (€3.1 billion) with a 26% increase, driven by younger consumer appeal and non-alcoholic product launches.
Allied Irish Banks (AIB) doubles its brand value (+148%) to €3.0 billion, becoming the second most valuable Irish brand, boosted by strong banking performance.
Baileys climbs to the 8th most valuable spot (+20% to €1.2 billion) and maintains its strongest brand position (AAA+ rating), with rising usage due to cocktails like Baby Guinness.

2. Brand Strategy & Innovation

Ryanair strengthens its brand by leveraging humor and TikTok (2.5 million followers), ranking 5th in brand strength.
Paddy Power grows via bold personality (humor, celebrity endorsements) and proactive marketing, reaching 12th overall in brand value.

3. By Sector

Banking leads in brand value (€4.4 billion), followed by engineering and beer.
Five brands in food enter the ranking (e.g., Glanbia, Strings & Things), adding diversity.

4. Brand Strength Insights

Baileys has near-perfect familiarity (96% UK awareness) but underperforms with young consumers (18-25), missing key demographic connections.
Ryanair and Primark/Penney’s show strong engagement through affordability and accessibility.

5. Sustainability

Guinness sets 2030 eco-goals (100% recyclable packaging, net-zero operations). Other brands (e.g., Primark) face supply chain scrutiny and address it with ethical frameworks.

6. Market Shifts