New Zealand’s brand power

The recent ranking of New Zealand’s nation brand among the world’s top brands was hailed as evidence of a nation ‘punching above its weight.’ But what does this ranking mean, how was it achieved, how effective is Brand New Zealand, and will it produce new value?

Dr Nicolas Lewis of the School of Geography and Environmental Science at The University of Auckland has been awarded a Fast-Start Marsden grant to investigate Brand New Zealand, and the ways in which government and business are using the brand to enhance national competitiveness in a changing global economy.  

Nation brands such as Brand Australia, Excellence Ireland, and Singapore Global Schoolhouse are part of a growing set of regional brands – and an emerging force in the globalisation process.

Dr Lewis will focus his research on two industries that rely heavily on this sort of branding: wine and international education. The project, which will lead to a book on Brand New Zealand, will make a major contribution to debates about globalisation, contemporary government, and the future direction of our economy.

The Fast-Start programme is a Marsden Fund initiative to give emerging researchers an opportunity to explore an innovative idea, developing their capabilities and helping them establish their research career.

Total Funding:    $140,000 Fast-Start
Researchers:    Dr Nicolas Lewis, School of Geography and Environmental Science, University of Auckland, Auckland.