Utilising a minority language to develop brand identity: an evaluation of current practice using the Irish language

Abstract

This article examines current practice in relation to the use of the Irish language for branding within the manufacturing and internationally traded services sector. lt identifies the motivations for the use of a minority language (Irish) and the benefits and limitations associated with its use. Data was collected in two stages. Firstly, a survey was conducted to examine the views of companies that use the Irish language. Secondly, in-depth interviews were conducted to explore the key issues arising from the questionnaire. The interviews were conducted with seven companies and an industry expert. The companies believe that although customers do not often use Irish they value companies that use the Irish language. The respondents indicate that using Irish can promote customer loyalty and help to develop consumer awareness. However, companies need to be cognisant of the potential for alienation and misinterpretation of the company brand by customers who are unfamiliar with the language.