Time to capitalise on 'Brand Australia'
Time to capitalise on 'Brand Australia'
Aug 2, 2005: The country has produced famous names in the movie business, such as Nicole Kidman, Geoffrey Rush and Toni Collette; music industry figures such as Kylie Minogue, and top models such as Elle MacPherson – all helping to raise its profile on the world stage. But now Australia itself has been recognised as the top 'national brand' in an international survey of consumers, and Austrade is encouraging Australian exporters to utilise this global recognition.
Austrade’s chief economist Tim Harcourt said the findings of the inaugural GMI-Anholt Nation Brands Index survey of consumer attitudes to a range of countries ranking Australia on top, is great news for exporters.
“Australia’s ranking in the survey means our country is highest in consumers’ minds around the world. I would urge Australian businesses to recognise the value of the Australian brand and to consider exporting their products or services now - or if already exporting to widen their export reach.
“The survey showed Australia was particularly high ranking as a tourist destination, and as a place to immigrate to or invest in. In addition, the Australian economy’s success is widely admired and Australia is regarded as a place that ‘works’ – a good place to travel to and do business with.”
The survey was not all good news for Australia though, as Harcourt said that despite Australia’s top ranking in national recognition, it didn’t rate as highly in terms of exports, culture and heritage.
“In terms of exports, it’s because many are hidden. Australia doesn’t have strong manufacturing export brands like Germany or Japan. Think of German manufacturing and you think BMW, think of Japan and it is Sony and Korea you think of Hyundai. There are many global brands that have iconic status that are associated with their home country – like Volvo or Ikea (Sweden), Nokia (Finland), Coca Cola (USA) and so on. Australia doesn’t have the same consumer product icons, although according to GMI-Anholt, that might be changing with Billabong, Quiksilver and RM Williams being identified in the survey as well known Australian brands in the global market place.
“By contrast, many of Australia’s great exports are not consumer icons but are adding value behind the scenes – with commodities such as coal, iron ore, wheat, alumina, or liquefied natural gas playing an important role. They are part of an industrial process rather than things you can buy in a shop. In addition, Australia produces a lot of services and knowledge-based manufactures that are also hidden from view."
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