Perceptions of the New Zealand brand
- Overall, Australians see strong similarities in the Australian and the New Zealand business cultures.
- Australians find New Zealand business easier to deal with than any other country i.e. they prefer New Zealand’s direct, ‘straight up’, more open, informal and personable business relationships.
- Critiques are few and inevitably followed by ‘but it’s the same in Australia’.
- New Zealand is viewed as the seventh state albeit ‘tongue in cheek’. This domestic mindset means that New Zealand often gets overlooked as a business contender.
- The New Zealand Tourism brand and marketing efforts in Australia are admired; they indicate ‘smart and determined business’.
- NZ is also seen to have some strong sector leaders, e.g. Fonterra, Sealords, Air New Zealand, which create a halo effect offering significant leverage opportunity to elevate other businesses.
- In terms of the perceived attributes of the New Zealand brand, there is an emerging differentiation around sustainability (led by Food and Beverage) and consistent perception of high quality and innovation, however there is no strong sense of unique advantage. Openness to collaboration is high.
- There is high equity in, and strong positive free floating attributes ascribed to the New Zealand brand, but it is underutilised by New Zealand businesses.
Where and how the New Zealand brand should act
There are three areas that the different sectors and types of businesses fall into, indicating where and how the New Zealand brand should act.
Science-centred products and services
- Product and services that leverage scientific research (hard data)
- The New Zealand brand is best as a broker of information / PR updates to interested parties on who is doing what, where; and in supporting the individual branded science technologies.
- The brand needs to be embodied in a Sector Champion / ambassador (to make the sector intent tangible, i.e. substantiated by champion’s reputation).
Technology-centred products and services
- Product and services that leverage skill sets, IP, processes
- Reputation management’ (PR / contribution / enable visibility in networks).
- New Zealand brand role is to highlight sector, manage reputation (PR / networks).
- Plus help businesses be visible in networks and leverage New Zealand brand values.
Human-centred products and services
- Product and services that leverage brand image to add value.
- ‘Image management’ creates emotive associations, communicates commitment to quality and drives end consumer demand (Heart of the Tourism crossover).
- Environment / Quality produce is the star.
- Plus help individual businesses leverage New Zealand brand values (cross sector events, trade shows etc)
