The Republic has changed considerably in the past decade, both from a social and economic standpoint and also in how we are perceived by the world.

But, how have these changes affected the Republic's brand identity and is there any messages for Irish companies who use their Irishness to sell themselves overseas?

Last year, Bord Bia initiated a brand development programme in co-operation with Irish food and drink companies, with the goal of sustaining and developing new brands.

As part of this programme we commissioned research to provide an informed view of the Republic as part of the identity of products coming out of the State. The purpose was to provide a spectrum of differentiating "tools" that could be used in marketing Irish food and drink products.

The research was conducted in the Republic and Britain by Sadek Wynberg, and the methodology consisted of a combination of group discussions and double-depth interviews.

The Irish personality that emerges from the research is strong, outgoing, charming, proud of its heritage, aware of and responsive to community and family, and aware that change is occurring but reluctant to lose the positive aspect of its heritage in that process. The simplest expression of a brand essence is "vibrant timelessness".

The brand qualities for the Irish group are easily defined but there is a large group of emerging characteristics that mark the change, positively but with some sense of regret for the loss of innocence. The brand character for the British remains stereotypical, has a slightly negative side, and is less aware of the change and dynamism experienced by Irish people.

Like Italians, Irish people are seen as having a belief that the pleasures of life are most important.

For the British there is a strong perception that farming is done in a more natural way, there has been a retention of craft values and the Republic has an advantage in the production of natural products.This perception has some resonance within the Republic also, with a belief that the State has a greater claim to such a positioning than most other countries in the developed world.

For the Irish, the food and drink industry is a production base that is uniquely theirs, not tied to outside help or definition. Further development would be viewed as a mark of true maturity and stability in the economy.

From the research came expectations that can be attached to Irish products, more overtly helping to shape a more competitive preposition. Products that acknowledge a commitment to the pleasure of relaxed sociability could take on a distinctly Irish character.

For example, taking pleasure in the company of others, having a great time for the sake of it and being prepared to take it easy are strong factors defining distinctly Irish alcoholic beverages. These values can also be built into indulgent products such as Irish chocolates, liqueurs and special/entertainment food.

The link with alcohol is a very interesting one and is seen as archetypal Ireland but generally in a positive way. The characteristics that better-known Irish drinks have are that they are about getting mellow, being talkative and chilling out. There is an opportunity to develop other drinks that fall into this sociability category.

The research shows there is little point creating branding that relies entirely on symbols - green shamrocks to carry products in the competitive market.

The novelty value of the Republic exists but does little to engender feelings of relevance in any market where we are competing against price, quality or culinary tradition.

The competitive edge of food in particular from the Republic is not being exploited enough to some extent because of the lack of confidence about being Irish. Products are not clearly branded or branded in a simple, facile way.

The idea that they have come from a country that is committed to the best quality, because the community demands nothing less, or the idea that crafts have been handed down from generation to generation, where the provenance can be clearly established, are missing from the marketing mix.

John McGrath is Bord Bia marketing and consumer food & drinks director.