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
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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JOIN THE JOURNEY
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.