General Questions
Benefits
Using the fern
Assessment
Additional Questions
What is brand partnership?
Brand partnership is the licensed use of the Fern Mark by approved exporting companies on their products and/or generic marketing collateral for promotional purposes in selected markets.
Who can become a brand partner?
New Zealand exporting companies who wish to use the Fern Mark will undergo an assessment process to determine eligibility to become a brand partner.
How much does assessment cost?
The assessment process costs $1000 plus GST
How long does the licence last?
The brand partner licence agreement lasts for two years, after which reassessment is required to continue using the Fern Mark. The cost and process of initial assessment and reassessment is the same.
How do companies apply to become a Brand Partner?
Companies are asked to contact NZTE on 0800 555 888 or speak to their client manager for details on how to become a brand partner
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What are the benefits of being involved in brand partnership?
Use of the Brand New Zealand Fern Mark indicates that a company is a successful exporting company and has reached certain standards as outlined in the assessment process.
In some markets, New Zealand-ness differentiates a company from its competitors and provides leverage and credibility with offshore customers and entities involved in helping take its products to market.
As NZTE and TNZ use the Fern Mark as part of their branding and livery, companies will benefit from the association with their offshore campaigns, and increasingly we will all benefit from being part of “New Zealand Inc”.
In addition, undertaking the assessment process can benefit a business as it provides an opportunity for them to look at their structure, operations and management and help to understand where improvements can be made to increase their chances of export success.
Why do companies have to become a brand partner to use the Fern Mark?
New Zealand Trade and Enterprise (NZTE) and Tourism New Zealand (TNZ) (through their jointly owned company The New Zealand Way Limited), developed a trade mark consisting of a distinctive stylised Fern Mark (Brand New Zealand). The New Zealand Way owns the copyright to this Fern Mark and has registered it in multiple classes in New Zealand and a substantial number of other countries.
As with any brand or trademark, use is restricted to ensure brand equity is not diluted, for example, by showing the brand/trademark in conjunction with other brands or trademarks. Brand Partners sign an agreement with The New Zealand Way Ltd agreeing to use the Fern Mark under certain terms and conditions.
Companies can use any other type of Fern Mark they wish without restriction (unless, of course it is already registered elsewhere). However use of the Brand New Zealand Fern Mark is for accredited companies only.
Why do I have to be assessed for eligibility to use the Fern Mark?
The Brand New Zealand Fern Mark is jointly owned by the government agencies NZTE and TNZ. With this in mind, NZTE needs to be comfortable that the companies who carry the Brand New Zealand Fern Mark are bona fide exporters, and will not bring the Fern Mark, New Zealand or its government into disrepute.
Companies will be assessed against a set of criteria and the Fern Mark will indicate that the company carrying it has met the criteria required to be an accredited brand partner.
What are the assessment criteria?
The assessment criteria cover the following areas:
We are looking for companies who are currently exporting and have a sustainable business model that demonstrates good business practice.
Why do companies have to pay for assessment and reassessment?
NZTE has engaged Qualmark to conduct and manage the assessment process. Qualmark is known in New Zealand for managing the quality assurance system on behalf of TNZ. The appointment of this independent organisation lends credibility and consistency to our assessment process.
The assessment process is comprehensive and includes a site visit; the payment is the direct cost of the work done by Qualmark.
If one company fails to maintain standards or brings the Fern Mark into disrepute, it adversely affects all companies using the Fern Mark.
Why is regular reassessment necessary?
The Fern Mark represents New Zealand, implies government endorsement, and indicates that companies who use it have met specific criteria to enable them to do so. To maintain and grow the brand equity inherent in the Fern Mark, we need to ensure that users of the Fern Mark are maintaining or improving the standards that initially made them eligible to use the Fern Mark.
What does the assessment process consist of?
Companies wishing to become brand partners will complete some initial paperwork, before a Qualmark assessor visits their business to collect further information. The assessment is structured in a way which allows immediate feedback on whether or not the company has met the required standard to become a brand partner. If their application is not judged to meet the basic criteria, they will not incur the assessment fee.
Does being a Brand Partner mean that NZTE is endorsing my product, service or company?
Although we know that the Fern Mark may imply government endorsement, use of the Fern Mark does not mean that NZTE or Qualmark guarantees the quality of a product, service or company.
The Fern Mark indicates that the company using it has been assessed and meets certain criteria in terms of business capability and sustainability, and that the company, its product or service is strongly connected to New Zealand.
How can I use the Fern Mark?
Consistency of use is important with any logo or branding device, as this is how brand equity is built. Use of the Fern Mark therefore comes with usage guidelines which must be adhered to.
The Fern Mark is a registered trademark belonging to the New Zealand Way. It is registered in many different classes and countries and must be used within our legal authority off shore, and also within NZTE’s brand guidelines.
Detailed information on these subjects will be provided to companies at the time of assessment.
Are there any restrictions on how companies use the Fern Mark?
The Fern Mark should be used as a supplement to a company’s current marketing, not in place of their own brand. For example, some current brand partners use the Fern Mark on their business cards and corporate stationery to indicate their status as a successful exporting company.
Full details on how to use the Fern Mark can be found in the brand guidelines which will be provided to companies at the time of assessment.
Accredited brand partners are authorised to use the Fern Mark offshore only.
Where is the Fern Mark trademarked?
It’s important to note that we can only authorise use of the Fern Mark where we have it to give. A schedule of trademark registrations and applications is provided to all companies who apply for brand partnership, so they understand where the Fern Mark is registered.
We are currently registered in up to 25 classes across 15 countries and the EU.
We are continually expanding our registration; this takes time as we have to deal with overseas jurisdictions over which we have no control. As countries and classes are added we will make this information public.
Are there limits to the number of brand partners?
No, we are expecting to grow brand partner numbers slowly, but there is no limit to the number of brand partners we accredit. Brand partnership is only exclusive in so far as a certain set of criteria must be met to become a brand partner.
The Fern Mark isn’t trademarked in the countries a company exports to. Can I they use it?
We can only authorise use of the Fern Mark where we have it to give.
We are continually expanding our registration; this takes time as we have to deal with overseas jurisdictions over which we have no control. As countries and classes are added we will make this information available.
Does using the Fern Mark indicate a product that is 100 percent New Zealand? Do my products have to be made in New Zealand, or made only of New Zealand materials to be eligible?
For the purposes of brand partnership, we are looking for a strong link or commitment to New Zealand business through design, production, IP, or company ownership. Most important is the commitment to help grow the New Zealand economy through exports.
Congratulations to the IBEX group of companies.
The 2007 DHL Supreme Exporter of the Year
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