Brand Finance’s annual report – Protein bar Think! Ireland’s fastest growing brand

The total value of Ireland’s top 25 most valuable brands drops from €20.3 billion in 2020 to €17.5 billion in 2021, according to Brand Finance’s annual report – but protein bar Think! is Ireland’s fastest growing brand.

Think!

The US-founded protein bar brand acquired by Glanbia in 2015 increased its brand value up 19% year-on-year to €392 million. The brand has undertaken a complete overhaul over the last year, with a name and brand change from ‘ThinkThin’ marking a shift in its offering and focus on general wellness rather than weight loss, reflecting broader cultural trends.

Baileys still strongest brand

Baileys is still Ireland’s strongest brand, with a Brand Strength Index (BSI) score 83.5 out of 100. Penneys claims top spot as Ireland’s most valuable brand for the second year running, with a brand value €2.1 billion.

Baileys has continued to invest in diversifying its product range, with dairy-free, low sugar and chocolate flavour varieties of the liqueur now available, as well as recently launching its easter egg range – all while maintaining its strong brand identity.

Fellow brand under the Diego portfolio, Guinness (down 4% to €1.8 billion), is the nation’s second strongest brand (BSI 81.6) and second most valuable brand. The drink has an extremely strong identity, only supplemented by its successful advertising and sponsorship campaigns, most notably as the title sponsor of the Six Nations Rugby Championship.

Irish banks have suffered, with all three in ranking lose brand value.