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Australia’s Nation Brand

Australia’s Nation Brand will help drive our nation’s competitive edge in international markets. To keep Australia globally competitive – now and in the future – we are developing a nation brand that is applicable to all Australian industries, services and experiences and recognisable globally.

This project is a unifying initiative for the nation and will be an opportunity for businesses to build on Australia’s strong international brand to open international doors and keep them open.

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Australia’s Nation Brand Advisory Council

Australia’s Nation Brand will draw on the strengths of business, industry and Government. This is an opportunity for Australian businesses to work together to enhance their international reputation.

The industry-led Council will oversee the development of a new nation brand, ensuring that it resonates in markets across the world to support the export of Australian products, services and interests.

Read more about Australia’s Nation Brand Advisory Council.

Australia’s Nation Brand Advisory Council


In November 2017, the Government committed to developing a stronger national brand in the 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.