“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
The Power of Reputation
A nation brand is the sum of people’s perceptions of a country. The degree to which a county is admired, trusted and respected can have direct economic and social impact on that nation.
In a fiercely competitive world, a strong global reputation can keep doors open for Australian business and industries, while attracting students, investment, tourists and the best talent.
Imagine if we harness the full power of our reputation, and use it for Australia’s prosperity and wellbeing, now and in the future. That is the aim of Australia’s Nation Brand.
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Australia's Nation Brand
We’re developing a powerful, inspiring and iconic Nation Brand that will
drive the world’s appetite for Australia.
This unifying brand will harmonise what the world sees, hears, knows and
experiences of Australia, so that everything Australian is easily
It will capitalise on Australia’s known strengths, rebalance perceptions
about our capabilities and capture a national spirit that has evolved.
A strong nation brand is more than a single logo or tagline. Nation
branding involves creating a framework and consistent narrative to market
our credentials to the world, and includes messaging, activations and
Uniting the nation
The private and public sector are joining forces to create the best brand
From our Advisory Council
and Brand Expert Working Group, to consultations with businesses and
industry, Australia’s Nation Brand is being designed by industry for
Led and shaped by industry, backed by government, this is Team Australia
working hand in hand.
Australia's Nation Brand Advisory Council
Strategic advice and leadership
Some of Australia’s brightest business minds are leading this initiative on
behalf of all Australian businesses and industry. The Advisory Council’s
role is to provide strategic advice and to encourage private sector
engagement. As leaders of industry with a global perspective, each brings
unique insights to this initiative. Their collective experience will ensure
that the Nation Brand resonates across industries and in markets around the
Top row, L-R: Andrew Forrest AO, Christine Holgate, Mike
Cannon-Brookes, Wesley Enoch, Jayne Hrdlicka, Alan Joyce AC
Bottom Row, L-R: Bob East, Rod Jones, Stephanie Fahey, Edwina McCann, Glenn
Cooper, Michael O’Keefe
Nation Brand Expert Working Group
Branding and creative guidance
When creating Australia’s biggest brand, we need Australia’s best marketing
brains. The Nation Brand Expert Working Group’s highly respected marketing
specialists are helping guide the development of the brand strategy and
activation plan. They stretch and test creative strategies to ensure that
the resulting Nation Brand is robust, well-rounded and resonates across
different industries, and is delivered in the best way to support industry.
Top row, L-R: Joe Pollard , Ben Lazzaro, Stephanie Tully, Daniel Stacey
Middle Row: Susan Massasso, Lisa Ronson, Tanya Bowes, Andrea Pearman
Bottom Row, L-R: Amy Glancey, Harold Mitchell AC, Lisa Sharp, Adam Ferrier
Listening to what Australian businesses need
Together with research and testing, industry
consultation is providing insights into how Australia’s
Nation Brand can support industry growth and global
competitiveness. Consultations stretch across industry,
government, and community groups.
In June and July 2018, Industry and Business Engagement
Forums were held in every state and territory around
Australia, as well as digitally, with attendance from a
cross section of industry and business. Ideas and
knowledge from these forums are informing the creation
of the Nation Brand. Industry consultation will be
undertaken at every step as the brand is evolved.
Delivering what Australians asked for
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.
“The Government is committed to marketing our commercial, educational and
cultural credentials. We will develop a stronger nation brand that
reinforces our reputation as an internationally competitive investment
destination, a great place to visit, a quality provider of education and a
trusted exporter of premium quality goods and services. This will
complement our broader trade and investment policies and add impetus to our
major economic partnerships.”
Read more in the Foreign Policy White Paper.