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Australia’s Nation Brand

“For Australia the longer term challenge is to progress from being merely popular to truly respected”
Simon Anholt, founder, Anholt-GfK Roper Nation Brands Index

A nation brand is the sum of people’s perceptions of a country. In a fiercely competitive world, the degree to which a county is admired, trusted and respected can have direct economic and social impact on that nation.

The Australia’s Nation Brand initiative is about strengthening Australia’s reputation to attract more people to invest, study and visit here, and to buy our products and services. To do this, we are developing a compelling nation brand that will thread through all Australia’s offerings as we market ourselves to the world.

The Nation Brand will harmonise what the world sees, hears, knows and experiences of Australia, so everything Australian is easily recognisable. It will capitalise on our known strengths, showcase our lesser known capabilities and capture a national spirit that has evolved.

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A Message From Andrew Forrest AO, Australia's Nation Brand Advisory Council Chair

The Nation Brand initiative is here to market the entire country – the twenty three odd million people in Australia, every state and every corporation. We need to strengthen Australia’s global position to capitalise on the depth of both our human and natural talents and create a brand that serves businesses now, and the ones our children will go on to start tomorrow.

I invite you to be a part of Australia’s Nation Brand as sons and daughters, mums and dads, and industries of Australia, to help us spread the word and make Australia one of the most respected and recognised nations in the world.

Andrew Forrest


Who we're working with

Project Background

Australian industry and stakeholders asked for a more coordinated approach to how Australia is presented globally, and as a response to these submissions, the Government committed to developing a stronger nation brand on the release of the 2017 Foreign Policy White Paper.