The chief executive of Brand Finance has warned that the value of some Irish food brands could face significant disruption in the event of a 'no-deal' Brexit.
Speaking to the Sunday Independent, David Haigh explained that the effect Brexit will have on Irish brands was very “sector-dependent”.
“For some companies, like Smurfit Kappa and CRH, which are very global, it's unlikely to make a whole lot of difference,” he said.
“However, some of the more food-related brands like Kerrygold might be affected one way or another.”
Haigh added that the effect on brands such as Kerrygold “may not necessarily be badly affected”, saying that we will not know until the event happens.
The chief executive of Brand Finance as well warned that it has become more complex to protect a brand in recent years, mainly due to how quickly negative coverage can spread.
“The impact of negative coverage can spread much more quickly than before and it means that it is much more necessary to have a CEO that has a full grip of what's going on at the company, in order to mitigate any potential brand damage,” Haigh added.
© 2019 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click sign-up to subscribe to Checkout.