Taking the to Asia Australian brand Ben Lazzaro Marketing and Communications Manager Australian Made Campaign Ltd @AustralianMade
Dec 26, 2014
Taking the
to Asia
Australian brand
Ben Lazzaro Marketing and Communications Manager Australian Made Campaign Ltd @AustralianMade
Welcome
About the Australian Made Campaign Ltd (AMCL)
Leaders in nation branding
Links into Asia
Branding products as ‘Australian’ for overseas markets
About the Australian Made, Australian Grown (AMAG) logo.
Why businesses use the AMAG logo overseas
Overview
How to access the logo
Legal protection in Asia
About the Australian Made Campaign Ltd (AMCL)
AMCL is the not-for-profit public company that administers and promotes the famous Australian Made, Australian Grown (AMAG) logo.
Governed by a Board of Directors, elected by its eleven members
which are ACCI, the state and territory chambers and the
National Farmers Federation.
AMCL is not a government body and does not receive government funding for its core operations, which are:
Established in 1999 by the Australian Chamber of Commerce & Industry (ACCI) and the network of state and territory chambers of commerce, with the cooperation of the Federal Government.
Licensing companies to use the AMAG logo
Compliance
Promoting Australian products that carry the logo both in Australia and overseas
Overview
About the AMAG logo
Launched by the Federal Government in 1986
To carry the AMAG logo, products must be registered with AMCL and must meet the strict criteria in the Code of Practice
Australia’s only registered country of origin certification trademark
One logo with five descriptors
What is a certification trademark?
A certification trademark is a special kind of trademark which indicates to consumers that a product meets certain standards or criteria.
History
About the AMAG logo
The product has been manufactured in Australia (not just packaged) and at least 50 per cent of the cost of production has been incurred in Australia.
All of the product's significant ingredients are grown in Australia, and all, or nearly all of the processing has been carried out in Australia.
A seafood product in which all of the product's significant ingredients are grown or harvested in Australia, and all, or nearly all of the processing has been carried out in Australia.
All of the product's significant ingredients come from Australia, and all, or nearly all of the manufacturing or processing has been carried out in Australia.
Can only be used in export markets. The product must satisfy the criteria for at least one of the four preceding claims, and not be misleading.
Definitions
98% 94% 98%
86% 85% 88%
0%
25%
50%
75%
100%
2006 2009 2012
Recognition Trust(Roy Morgan Research)
About the AMAG logo Key statistics
Australia has a very strong nation brand Branding products as Australian overseas
Being recognised as Australian is usually considered a positive in most markets
Can generate a premium for Australian exporters and import competitors alike
Increased costs and a high $AUD a challenge for the competitiveness of many Australian products, so country of origin is an asset we should be driving much, much harder.
Fresh , healthy & tasty: food grown in clean, green environment
High quality: components, ingredients and manufacturing/processing standards are high
Safe: products made and grown in accordance with strict regulations and governance is high
Value: represents good value for money
The AMAG logo: A global reach
^Datamonitor 2011/2012
Products carrying the logo in export markets are more likely to increase sales than those which do not carry the logo*
Branding products as Australian overseas
The AMAG logo is used by over 2100 companies on over 15,000 products here and around the world
AMCL provides licensees with opportunities to enter export markets including Asia
The AMAG logo provides recognisable third-party accreditation —delivers confidence to consumers
Two thirds of the businesses that use the logo export
75% of Chinese consumers recognise and value the Australian Made logo^
*YSC Online 2010
Legal protection Links into Asia
The AMAG logo is a registered trade mark in a number of overseas markets:
Singapore
South Korea
China
USA
Establishes formal presence of the logo in each country
Provides legal framework in each jurisdiction for protection of the logo and the products that carry it
Retail partnerships - Singapore
Cold Storage
Links into Asia
Benelux Produce
NTCU FairPrice
Fresh fruit & vegetables + a range of house-branded products such as milk
Fresh fruit & vegetables
In-store Aussie promotions
Australian Made-branded stores - China
First store to open in December 2014, in Shanghai free-trade zone
Links into Asia
Only stock products that carry the AMAG logo
Endorsed by Minister for Small Business, Bruce Billson
Australian Made-branded stores - Airports Links into Asia
Linking Domestic – Travel – International
Cairns – Domestic and International Terminals
Melbourne – International Terminal
Sydney – International Terminal
South Australia – Domestic
Trade show branding Links into Asia
Seoul Food Expo, South Korea, 2013 Expo 2012, Yeosu, Korea Australian Pavilion
World Expo, Shanghai China, 2010 - retail bags for Australian pavilion
Trade show branding Links into Asia
Asia Fruit Logistica – Hong Kong , Sept 2012
PARKnSHOP Hong Kong, Feb/March 2010
Australia-Sino Hundred Year Agricultural and Food Safety Partnership ASA 100
Strategy to make Australia the most reliable and competitive food supplier to China
Australian governments and producers to form a single brand to market Australian products to China
AMCL supports the proposal—consistency of branding is common sense
We only need one logo—not a plethora of symbols, logos and identifiers
Promoted by the public and private sectors
International audience looks to the Australian Made Campaign Leaders in nation branding
The success of the AMAG logo has seen a number of countries engage with AMCL to establish their own country-of-origin brands:
South Africa: Proudly South African
Canada: In progress
Ireland: Guaranteed Irish
New Zealand: New Zealand Made
Indonesia
Why use the AMAG logo overseas?
EXPORT: “One of the keys to improving our overseas sales is to ensure that potential buyers are aware of the origin of our product. We’ve found the logo to be very helpful in letting our customers know that our beers, like our company, are 100% Australian and this has proved to be an excellent marketing tool for us.” – Coopers Brewery
Testimonials
CORPORATE COMMUNICATIONS: “Our clean, green image and high food safety standards are a given, but to assure our buyers that the produce we promote is actually grown in Australia, we use the Australian Grown logo.”– Australia Fresh (Horticulture Australia)
Testimonials “We knew that for a premium brand like OzKids to
succeed in China, we would need to use the Australian Made logo. It’s widely recognised in Asia as representing products that are genuinely made in Australia.” – Distribution Director OzKids, Doug Smith
“We know that consumers are positively influenced to purchase Australian-made products, and the logo adds credibility to our country-of-origin claims, so it plays a very important role in our marketing. Our foray into China is the beginning of us taking our products to the world, each carrying the green-and-gold certification mark” - A. H. Beard Director, Allyn Beard
Why use the AMAG logo overseas?
Get the ‘Australian advantage’! Fees The annual licence fee is
based on the actual sales of licensed products for the previous 12 months
The minimum fee is $300 + GST
Get the ‘Australian advantage’! How to register
Short approval process by the AMCL compliance team
Quick online application including the submission of a Licensee Undertaking
Once approved, your product is permitted to carry the AMAG logo
Registering your products to carry the AMAG logo is simple