Australia’s Nation Brand will be an opportunity for businesses to build on Australia’s strong international brand to open international doors and keep them open.
How industry insights are shaping Australia’s Nation Brand
Australia’s Nation Brand will require support from all levels of government as well as industry and community buy-in and commitment to be successful. We are listening to stakeholders and target audiences at every step, to ensure we’re developing the right nation brand for now and for future generations.
What Australian industry want from the nation brand
Read full transcript
Industry Engagement Forums were held in June and July 2018. The consultations confirmed a strong interest and support for building a robust nation brand, with interest fuelled by a belief in the economic potential and social cohesion that can result from a stronger more unified country reputation.
Industry Engagement Forums’ word cloud summary describing the essence of Australia
Credit: PWC Consulting
Participants identified four key benefits in a strong Nation Brand: economic impact, empowerment of business, a catalyst for collaborations and a source of national pride. They wanted a nation brand that builds on Australia’s strength of character, with an emphasis on our smarts and capabilities. These insights are guiding the development of Australia’s Nation Brand.
Shifting our reputation: emphasis for Australia’s Nation Brand
Credit: PWC Consulting
Testing creative concepts
Creative concepts were qualitatively and quantitatively tested
with over 8,700 people, domestically and internationally. The results
guided the selection of Australia’s Nation Brand’s creative agency, and
produced invaluable insights that are directing the creative development of
Australia’s Nation Brand.
What we learnt:
- Developed markets have strong pre-conceived ideas about Australia that
can be hard to shift.
While colloquialism and informality are established characteristics of
Australian people, in an international business context, creative concepts
that are too casual can undermine seriousness and hierarchy.
Creative ideas need to communicate the long-term benefits of partnership
The idea of a nation brand is highly appealing among Australian consumers
and business people.
Australians felt it is important Australia’s Nation Brand clearly
communicates the salient and unique business benefits of choosing