The world looks to Australia for nation branding


The success of Australia’s only country-of-origin certification program, administered and promoted by the non-profit Australian Made Campaign, is prompting countries around the world to revisit their own branding schemes and look to Australia for guidance on country-of-origin branding.

The world looks to Australia for nation branding
Image credit: Australian Made Campaign Facebook page

Australian Made Campaign Chief Executive Ian Harrison shared details about the program with Ireland’s business community at an event in Dublin this week, whereas a delegation of Canadian Ministers, as well as representatives from New Zealand and South Africa, travelled to Australia earlier this year to learn more about the creation of a national logo for locally made and grown products and produce, and a strategic plan to market that brand as well.

The green-and-gold Australian Made, Australian Grown (AMAG) kangaroo logo is the only registered country-of-origin certification trade mark and has been identifying the full range of genuine Australian products and produce for almost three decades.

Mr Harrison said there has since been a proliferation of “pretender logos”, but the AMAG logo remains the only registered country-of-origin trade mark in Australia, and its strict compliance program has earned it credibility both in Australia and abroad.

According to Roy Morgan Research, 98% of Australians recognise the logo, and 88% trust it to identify locally made and grown goods. Research by YSC Online also found that products carrying the logo in export markets were more likely to increase sales than those which did not.

“For many small businesses, particularly those involved in export, the logo is their strongest brand in the marketplace,” Mr Harrison said.

“The same can be said for State, Territory and local government branding activities overseas – when the AMAG logo is used as a hierarchical branding platform, it establishes the national identity of the ‘sub-brands’.”

The strict set of rules governing the logo’s use require that it must always be used with one of five descriptors; “Australian Made”, “Australian Grown”, “Product of Australia”, “Australian Seafood” or “Australian” (for export use only).

To use the logo goods must meet the criteria set out in the Australian Consumer Law as well the more stringent Australian Made, Australian Grown Logo Code of Practice. More than 2000 businesses are registered to use the AMAG logo, which can be found on some 15,000 products sold here and around the world.

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