7 November 2023

Australia's powerful 'nation brand' is now 9th in the world

Australian businesses adopting Australia’s Nation Brand to support their export journeys have a built-in advantage. 

As announced in November 2023, Australia has risen in global rankings from 10th to 9th out of 60 nations in the annual Anholt-Ipsos Nation Brands Index.

The Nation Brand Index measures the global standing of 60 nations according to six categories: People, Governance, Exports, Culture, Tourism and Immigration & Investment. Australia scored in the top ten across all categories.

Australia ranks third on the strength of its people, first for its natural beauty, ninth for sustainability and first for being focused on protecting wildlife and restoring habitats, and in the top ten nations that are working hard towards affordable clean energy.

Australia also ranks ninth in Exports, the category that measures how much of a product’s country of origin increases the likelihood of it being purchased (known as the ‘made-in effect’).

Austrade’s Marketing and Communications General Manager, Jessica Hamilton, said she was delighted that Australia has risen to ninth in the Nation Brands Index.

“The high rankings for natural beauty, people, and our reliability and trusted reputation reflect our position as a preferred trading partner in the Asia-Pacific region.

“Australia’s Nation Brand is instantly recognisable. It crystallises the Australian story — a country where bright ideas and innovation happen, a trusted supplier of goods and services as well as a reliable hub for investment and economic growth.

“And our sustainability ranking bodes well as Australia emerges as a renewable energy superpower and trusted trading partner in the green economy.”

The ranking of a nation’s brand – the way the nation is perceived and its influence – correlates strongly with its economic prosperity, according to Ipsos’s Head of Corporate Reputation and ESG, Sally Braidwood.

“As one of only two APAC nations to rank in the global top 10 in this year’s study, Australia’s strength reflects its broad appeal as a place to live, work, study, invest and visit. The importance of this broad appeal can’t be understated in the context of the world right now. Australia’s position as a stable and respected nation is critical both in the region and globally, and brings great opportunity,” Ms Braidwood said.

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