Please use this identifier to cite or link to this item: https://hdl.handle.net/2440/86535
Type: Journal article
Title: National branding for New Zealand exports: developing distinctive meanings
Author: Brodie, R.
Sharma, R.
Citation: University of Auckland Business Review, 2011; 14(1):6-17
Publisher: University of Auckland, Business School
Issue Date: 2011
ISSN: 1174-9946
Statement of
Responsibility: 
Roderick J. Brodie, Rahul Sharma
Abstract: New Zealand's economy is heavily dependent on exports. In 2008, merchandised exports amounted to $43 billion, or 40 per cent of GNP. It comes as no surprise, then, that the successful marketing and branding of New Zealand and its exports is essential to the nation's economy. Despite this, however, there has been little coordinated effort to develop a national umbrella brand for export marketing that would present a distinctive national identity and meaning. Beyond our romanticised pastoral heritage, New Zealand in many ways is invisible on the world business stage. By contrast, countries such as Germany, Italy, Switzerland and Japan have established international identities that give distinctive meanings to their export brands.
Rights: © University of Auckland
Published version: http://search.informit.com.au/documentSummary;dn=876993353167924;res=IELBUS
Appears in Collections:Aurora harvest 2
Business School publications

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