Australia’s Nation Brand
A nation brand is the sum of people’s perceptions of a country. In a fiercely competitive world, the degree to which a country is admired, trusted and respected can have direct economic and social impact on that nation.
Strengthening Australia’s reputation will attract more people to invest,
study and visit here, and to buy our products and services.
We are currently developing a nation brand that will be easily understood,
consistently recognisable, quintessentially Australian and adaptable for
different uses and industries. Australia’s Nation Brand will be used to
talk about the uniqueness of our exports, demonstrate our advantage to
investors, boast of the experiences we offer tourists, present our
attractiveness to draw students and inspire admiration here and abroad.
Australia’s Nation Brand will harmonise what the world sees, hears, knows
and experiences of Australia, making everything Australian easily
recognisable. It will capitalise on our known strengths and showcase our
lesser known capabilities as we market ourselves to the world.
“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
WHY A NATION BRAND
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From Australia’s Nation Brand Advisory Council and the Brand Expert Working Group, to consultations with businesses and industry, Australia’s Nation Brand is being designed by industry for industry.
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. Austrade is developing Australia’s Nation Brand on behalf of all Australians and all government departments. 2017 Foreign Policy White Paper.