National branding for New Zealand exports: developing distinctive meanings

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.