Friday, March 03, 2006
Welcome to Australia ©
"Australia has officially been named the world's number one 'nation brand' according to the Anholt-GMI Nation Brands Index (NBI). Australia was ranked first in tourism and immigration (preferred place to live and work) as well as being second, behind the US, as the country where investors are likely to open up a new overseas office.

Australia, a new entry in the NBI, has replaced Sweden as the world's strongest nation brand. Canada was ranked second, Switzerland third, the UK fourth and Sweden fifth."

Apparently, a "Nation Brand is an important concept in today's competitive world. Globalisation has ensured that countries must compete with each other for the attention of all stakeholders, from tourists and consumers to the media. A powerful and positive nation brand has a direct impact on the country's ability to sell products, holidays, influence governments and people."

We no longer support the Queensland Reds, but the QR Reds (Queensland Rail). When we cheer the Australian rugby team on to the pitch, it is introduced as the Qantas Wallabies, playing at Suncorp Stadium. At half time we experience the Holden Half Time and watch replays on the Toyota Sky-Cam. Everything is now branded.

Now that Australia has been named the No 1 'nation-brand', I wonder when we can look forward to it being sponsored; when it will be no longer called 'Australia'.

We could have:

"Holden Australia presents to you the great V6 -Rodeo Outdoors, perfect for exploring in Holden's powerful new off-road vehicle, with 18 different interior seat settings, 126 kilowatts of power, 26 mega-inches of torque and a 3.6 terr-bucket engine, featuring:

• The Steve Irwin Australia Zoo Great Barrier Reef
• McDonald's Uluru, now with giant painted golden arches, visible from space
• The Sizzler Kakadu National Park
• Playboy Blue Mountains
• Broncos Brisbane, home of the Ergon Energy Brisbane Broncos

As well as Australia being a strong brand, the Anholt-GMI survey also concluded the following:

Australians were considered the friendliest, most honest and hospitable people
Australians are the preferred nationality to hire
Australia is the world's most powerful tourism brand
Australia is the world's favourite place to live and work

And... don't laugh...

The Australian government is seen as trustworthy....

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