What is country-of-origin branding & how can you make it work for you?
If you make, grow or retail products in Australia, then you have a powerful marketing tool at your fingertips: country-of-origin (CoO) branding.
By branding your products as Australian, you can take advantage of the positive sentiment consumers have towards products that are made and grown here. Australia’s reputation for high quality health and safety standards has helped to create this sentiment.
Shoppers clearly prefer buying Australian-made and grown products. More than half – 58% – of the population purchase products made and grown in Australia based on CoO claim.
Research has shown that when prompted, shoppers have a clear preference for buying Australian-made and grown products. More than half – 58% – of the population purchase products made and grown in Australia based on CoO claim. This presents a significant opportunity.
Getting the most out of CoO branding
- Place CoO branding clearly and visibly on the front of product packaging.
- Use CoO branding as part of your sales pitch.
- Promote CoO branding extensively across all marketing and communications materials – including websites, catalogues, POS materials and tender documents.
- Call on retailers to promote your products by providing relevant point-of-sale merchandise.
- Recognise CoO as part of your corporate culture to demonstrate support for local jobs.
Australia’s registered CoO certification trademark
There are a number of ways businesses can make it easier for shoppers to identify their products as locally made. One way is to use the Australian Made, Australian Grown (AMAG) logo, Australia’s registered certification trademark for genuine Aussie products and produce.
If you make or grow products in Australia, you could be eligible to use the AMAG logo. Visit australianmade.com.au for more information.
Catherine Sekulovski
