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The world is looking to Australia for country of origin branding guidance

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article image The green-and-gold AMAG kangaroo logo has been identifying genuine Aussie products and produce for almost three decades

Australia is setting the benchmark for country-of-origin branding with countries around the world seeking guidance on the program. Thanks to the success of Australia’s only country-of-origin certification program, administered and promoted by the not-for-profit Australian Made Campaign, several countries are revisiting their own branding schemes.

Speaking alongside Irish Prime Minister, Enda Kenny at an event in Dublin this week, Australian Made Campaign Chief Executive, Ian Harrison shared details about the program with Ireland’s business community.

Canadian Ministers travelled to Australia earlier this year to learn more about the creation of a national logo for locally made and grown products and produce, and a strategic plan to market that brand as well. New Zealand and South Africa are some of the other countries that have approached Australian Made Campaign for advice.

The green-and-gold Australian Made, Australian Grown (AMAG) kangaroo logo has been identifying genuine Aussie products and produce for almost three decades, and remains the only registered country-of-origin trademark in Australia despite a proliferation of ‘pretender logos’. The strict compliance program of the Australian Made Campaign has earned it credibility both in Australia and abroad.

According to Roy Morgan Research, 98% of Australians recognise the logo, and 88% trust it to identify locally made and grown goods. Research by YSC Online also found that products carrying the logo in export markets were more likely to increase sales than those without the branding.

The Australian Made Campaign has registered more than 2000 Australian businesses that are eligible to use the logo on over 15,000 products sold in Australia and around the world, representing a growth of 150% over the past decade.

Mr Harrison explains that the AMAG logo is the strongest brand in the marketplace for many small businesses, particularly those involved in export. Even the use of the AMAG logo as a hierarchical branding platform in State, Territory and local government branding activities overseas establishes the national identity of the ‘sub-brands’.

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