Nation brand grows through export marketing

Nation brand grows through export marketing article image

More exporters are taking advantage of Australia’s leading nation brand-and reaping the benefits-survey results show. According to research conducted by Roy Morgan, the Australian Made, Australian Grown (AMAG) logo is recognised by 94 percent of consumers and trusted over any other country of origin symbol by 85 percent of consumers. It can be found on more than 10,000 products. A survey of AMAG licensees conducted by YSC Online found that, during the period 2007/08 to 2008/09, the use of the famous green and gold logo grew substantially in export markets including Hong Kong/China (90 percent), Canada (84 percent) and the US (67 percent). This growth was strongly linked to promotions of the symbol undertaken by AMAG. In the two years, the number of survey respondents exporting to Canada jumped by 45 percent. Similarly, the number of exporters to the US rose by 36 percent. Respondents to the survey indicated they had experienced growth in sales as a result of using the logo. For instance, eight logo users selling to Hong Kong/China reported a turnover in those markets of more than $500,000 in 2008/09 compared to just one logo user reporting that level of turnover in 2006/07. "The findings of the survey are exciting because they clearly show businesses are gaining a competitive advantage over their competitors when they market products as Australian," says AMAG chief executive Ian Harrison. "Despite the challenging financial climate that we have been experiencing, the number of exporters using the logo has grown in the majority of surveyed markets and that growth has been strongest in markets where the campaign has undertaken promotions of the logo." As part of a three-year export project partly funded by the Federal Government, AMAG - a not-for-profit organisation - has been promoting the logo in a number of international markets and across several industries. The campaign is currently coordinating the participation of Australian businesses in the upcoming Summer Fancy Food Show in New York, which is known as North America’s largest speciality food and beverage event. Licensees are eligible to apply to the campaign for financial assistance. The logo and its licensees were recently supported at trade events Food and Hotel Asia 2010 in Singapore, Gulfood Show 2010 and Arab Health 2010, both in Dubai. "The stylised kangaroo in the triangle symbol is a respected trademark, both here and abroad. It has attracted great exposure over its 24 years of helping promote Australian products and businesses that have invested in it as a marketing tool are clearly benefiting," says Harrison. "There has never been a better time than now to join the campaign and I strongly urge all businesses that currently tackle the overseas markets, or have plans to, to register to use the logo so that they can effectively brand their products as Australian, benefit from Australia’s good standing in most markets and create a point of difference over their competitors," he adds. The YSC Online survey found almost 700 AMAG licensees currently export to markets around the world, including Canada, Dubai/UAE, Hong Kong/China, India, Singapore, the UK and the US. The top six categories of exported goods according to the survey are: healthcare and cosmetics; consumer products; building and construction; textiles, clothing and footwear; advanced manufacturing, machinery, oil and gas; and food and beverage. Sales to Hong Kong/China, the US, Dubai/UAE and the UK have all improved while the only market where the number of exporters registered to use the logo declined was Thailand, by six percent. To find out more information about how to use the logo and participate in AMAG’s export promotions, please visit or freecall 1800 350 520.


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