The Turnbull Coalition Government is reinvigorating a national brand for Australia.

A unified national brand will help our exporters use the strength of Australia's reputation when they sell their products and services to the world.

The Government will commit to developing a stronger national brand in the Foreign Policy White Paper. Business and industry raised the importance of having a strong national brand for Australian exports during White Paper consultations. 

A unified brand will bring together Australia's export strengths - such as tourism, agricultural products and education - under the one Australian banner. 

It will be a powerful symbol for our goods and services to use on the world stage.  

The Australian Trade and Investment Commission, Austrade, has begun a stocktake of existing Australian brands.

The aim is to better understand how these brands resonate and what elements can be used to create a more powerful, unified identity for Australian goods and services.

Australia's clean and green reputation is already a strong selling point that is well recognised in key export markets such as China.

Research conducted by Austrade has found that, while Australia is known for unique flora and fauna, beautiful scenery and friendly people, we are less recognised for harder attributes, such as technology, innovation and science, which make Australia even more attractive as a potential trade or investment partner.

A clear, unified national brand that combines these and other qualities will provide the support our industries need to thrive in a competitive global marketplace.

Media enquiries

  • Trade Minister's Office: (02) 6277 7420
  • DFAT Media Liaison: (02) 6261 1555