Research just published has New Zealand ranked 17th as a world brand. The annual Nation Brands study* measures the world’s perception of nations as if they were brands. Criteria includes culture, people, tourism and exporting. The result put Germany in first place. New Zealand was placed 17th, below Scotland. Not good enough. We must try harder New Zealand.

We have phenomenally-talented people, brilliant ideas and an enviable reputation. 17th place is nowhere. The only place for Brand New Zealand is first place.

How do we get there? Simple. Agree on the core brand values of our country and how we wish to be perceived by the world.
Articulate these brand values to all New Zealand exporters, media, our people and companies that communicate to the world. Get convergence of messaging.

We might live at the bottom of the world but our brand can be at the top of it.

* 2008 Anholt-Gfk Roper Nation Brands Index.