Australia launches new business brand

"A strong nation brand and tagline will reinforce Australia's reputation as an internationally competitive investment destination, a great place to visit, a quality provider of education, and a trusted exporter of premium goods and services," Trade Minister Dan Tehan said on Friday.

Modelling by Deloitte Access Economics found a one-place improvement in Australia's global brand ranking would increase merchandise exports by about $3.1 billion a year.

It would also improve foreign direct investment by $704 million a year, boost tourism by $174 million a year and increase international education by $137 million a year.

The logo and tagline - developed through the Brand Advisory Council, with design agencies Clemenger BBDO Sydney, Balarinji and Houston Group Sydney - cost $10 million.