Businesses selling their products or services internationally rely on Australia’s nation brand to assist in forging business relationships and influencing buyer decisions. A clear and defined message on nation branding can change how a country is perceived internationally and across different sectors, and can cut across the intense competition in trade and investment.
The food and agriculture sector clearly places a higher level of importance on brand than other sectors, which is consistent with Australia’s high quality reputation for
food and beverages.
The profile of businesses that leverage multicultural markets for international growth varies. However, they are more likely to be businesses in the Education and Training industry, specifically in tertiary education, and those with business buyers in the Education and Training industry.
Businesses that deal with Asian partners or buyers also consider Australia’s nation brand to be important.
Extract from Highlights Report – Australia’s International Business Survey 2019
Austrade & Export Council of Australia