Australia moves to second spot on international reputation charts
Austrade media release
October 2012, Sydney – Australia’s international reputation is now one of the world’s strongest, according to the Reputation Institute’s annual CountryRepTrak survey, making Australian exports and investment opportunities more attractive globally.
Australia continues to have an extremely strong reputation amongst residents of G8 countries. Survey respondents from the G8 group ranked Australia second out of 50 nations on economic, social and aesthetic factors.
Respondents from a group of nations including Brazil, China, India, Indonesia, South Korea and Vietnam ranked Australia fourth on the same criteria.
The Reputation Institute, one of the world’s leading scientific monitors of national reputation, surveyed over 50,000 people in compiling its latest findings, which were released last month.
Austrade’s Executive Director of Australian Operations, Tim Beresford said reputation affects a nation’s prosperity through what economists call the Country of Origin Effect.
“The more positive people are about another nation, the more likely they are to buy its goods and services. They are also more likely to study or invest money there,” Mr Beresford said.
According to the study Brand Australia is in very good shape.
While Australia’s image is still strongly associated with landscape and lifestyle factors, perceptions of our business environment have shown marked improvement over recent years.
Amongst the G8 nations, positivity towards Australia as a place to do business rose by nine per cent between 2009 and 2012. Over the same period, positivity towards Australia as a producer of high quality goods and services rose by eight per cent.
The Government launched Building Brand Australia in 2009 to broaden perceptions of Australia’s beyond traditional associations with landscape and lifestyle. The program, which is managed by Austrade, focuses on promoting intellectual, commercial and creative achievements.
“Australia’s greatest asset is not our beaches or our mines. It’s our exporters, scientists, entrepreneurs, administrators, educators, designers, artists and humanitarians who will ultimately shape the way the world sees us,” Mr Beresford said.
Mr Beresford said industry can contribute to the campaign by engage with the Building Brand Australia Program to tell its stories of innovation and success, while individual companies and industry organisations can also apply to use the Australia Unlimited brand as part of their own marketing collateral.
“Stories are showcased each month across the Australia Unlimited digital platforms including the free monthly iPad magazine Australia Unlimited, and on www.australiaunlimited.com.
“Australia Unlimited is all about exporting success stories to prove that Australia today is as clever and innovative as it is beautiful,” Mr Beresford said.
ENDS
About Australia Unlimited
Building Brand Australia is the Australian Government’s nation brand program, represented by Australia Unlimited. The campaign aims to build on the reputation held by Australia’s people, lifestyle and natural resources and to promote its creative, economic and commercial credentials to a global audience.
The Australia Unlimited iPad magazine and website tells the story of contemporary Australia through the achievements of its people in creative arts, business, science and humanitarian endeavours around the world. To explore a different side of Australia, visit www.australiaunlimited.com, download the free iPad magazine from the App Store, or follow @AusUnlimited on Twitter.
Media contacts
Jonathon Moore I jonathon.moore@statecraft.com.au
T: (02) 8080 0060 I M: 0405 167 675
James Keulemans I james.keulemans@statecraft.com.au
T: (02) 8080 0060 I M: 0421 633 841
