Baileys Irish Cream

emotional pull with its heritage and culture, which makes it easier to brand as a tourism destination. The appearance of Ireland as a fashionable destination for example, is the result of over twenty years of economic growth and also a breakthrough of Irish culture onto the world stage. Such instant stardom challenges long-term marketing activity and any investment that is built on detailed marketing planning, research and consistent positioning. Ireland’s core values (see Figure 2.2) can be used as an