双语|什么是澳大利亚的国家品牌?Brand Australia or Brand Victoria?

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双语|什么是澳大利亚的国家品牌?Brand Australia or Brand Victoria?
前言

祝贺维多利亚州的葡萄酒产业。为了支持维多利亚州的优质葡萄酒产业,Andrews工党政府已经为65个项目投资了118万多澳元,这些项目将扩大本地和国际市场,促进葡萄酒旅游业,扩大葡萄酒企业的规模。

另一方面,谭宝政府期望建立一个澳大利亚品牌。各州的品牌和澳大利亚的国家品牌能够和谐共存,还是二者只能取其一?维多利亚州、南澳、西澳和其他各州都在互相竞争充当澳大利亚最优质的葡萄酒产地,跨州甚至是跨国的葡萄酒标签也存在很多问题。在此背景下,葡萄酒产业或许可以充当品牌认同和管理的试验场。

维州第一
维多利亚州农业部长Jaala Pulford宣布提供第二轮葡萄酒增长基金(Wine Growth Fund),支持维多利亚州21个独特的葡萄酒产区。

维多利亚州的葡萄酒产业产值76亿澳元,为将近1.3万人直接提供了就业岗位,其中很多位于维多利亚州偏远地区。

维多利亚州拥有全澳数量最多的葡萄酒品鉴店,让游客能够享受丰富的高品质品酒体验,并增强了维多利亚州各个地区的宜居性和活力。

葡萄酒增长基金(Wine Growth Fund)是维多利亚州工党政府对葡萄酒产业投资的一部分,其他的投资还包括葡萄酒产业发展战略(Wine Industry Development Strategy)和葡萄酒产业部长级顾问委员会(Wine Industry Ministerial Advisory Committee)。

​建设维多利亚州品牌
葡萄酒增长基金(Wine Growth Fund)和葡萄酒产业发展战略(Wine Industry Development Strategy)是为了支持葡萄酒企业在一系列符合行业战略方向的领域进行发展创新。

“让我们为维多利亚州的葡萄酒生产商和企业举杯庆贺,为了让维多利亚州葡萄酒品牌走向世界,我们提供了重要的投资。”这种口号会不会和澳大利亚品牌相冲突呢?

维多利亚州葡萄酒增长基金(Wine Growth Fund)目的是为了给创新型葡萄种植者、组织和项目提供资金,让他们发展壮大,为葡萄园和葡萄酒品鉴店提供支持,从而促进行业的发展。

不管是Balgownie的豪华露营体验项目,还是King Valley的Prosecco(一种意大利葡萄酒)路计划,还是通过为葡萄酒品鉴店提供更多的机会,维多利亚州Andrews工党政府一直在支持我们的葡萄酒企业。然而这种信条将阻碍我们为澳大利亚建立一个综合的整体品牌。

新的澳大利亚国家品牌
谭宝政府正在为澳大利亚建设一个新的国家品牌以推动出口和投资,与此同时,澳大利亚的国家品牌顾问理事会(Nation Brand Advisory Council)将举行首次会议。然而,实施起来不太容易,因为澳大利亚品牌需要和维多利亚州品牌相适应。

由Andrew Forrest(经常与中国做铁矿生意)担任主席的澳大利亚国家品牌顾问理事会将设计一个国家品牌,强调澳大利亚的独特优势,帮助澳大利亚在海外建立一个更突出、更统一的形象。

澳大利亚一直以来都被认为是干净、绿色产品的产地,拥有美丽的环境,和无与伦比的生活质量。谭宝政府希望国家品牌能够包含澳大利亚的这些特点。

建立一个统一的国家品牌将帮助澳大利亚的出口商利用本国的良好口碑,向世界出口更多的商品和服务,推动经济增长,创造更多就业。这就是为什么谭宝政府要建立国家品牌。

国家品牌顾问理事会的任务就是推广澳大利亚的知识、创意和商业信誉,建立一个统一的国家形象。

国家品牌应该包含什么内容?
澳大利亚能出口优质的产品和服务,是一个有竞争力的投资目的地和旅游目的地,并且拥有高质量的教育水平,这个新的品牌将强化澳大利亚这些方面的口碑。

品牌形象必须一致才能达到最好的效果,因此澳大利亚的国家品牌必须获得商业群体和行业内的广泛认同。

品牌顾问理事会的成员都是来自各个领域有才华的领导者和创新者。他们将利用各自行业的经验,帮助澳大利亚建立一个能让所有澳洲人骄傲、让所有澳洲出口商都能受益的统一的品牌。谭宝政府很高兴看到这些行业领袖都作出了积极的回应,并且同意为澳大利亚建立一个国家品牌。

从2018年6月开始将会启动一个正式的相关人士参与项目,让工商业和其他群体的利益相关人士有机会参与塑造澳大利亚国家品牌的战略方向。

 澳大利亚国家品牌顾问理事会

澳大利亚国家品牌顾问理事会的成员包括:

· Andrew Forrest,Fortescue金属集团非行政主席

· Alan Joyce,澳大利亚航空公司(Qantas)首席执行官

· Bob East,澳大利亚旅游局局长

· Christine Holgate,澳大利亚邮政公司首席执行官(前任Blackmores首席执行官)

· Glenn Cooper,Coopers Brewery啤酒厂主席

· Jayne Hrdlicka,A2奶粉公司首席执行官

· Michael O’Keeffe,AESOP首席执行官

· Mike Cannon-Brookes,Atlassian互联网公司创始人兼首席执行官

· Rod Jones,NAVITAS教育集团首席执行官之一

· Wesley Enoch,悉尼艺术节艺术总监

· Dr Stephanie Fahey,澳大利亚贸易投资委员会首席执行官

让我们来比较一下出口工业的一些问题,比如对中国十亿澳元的葡萄酒出口,很多都等在码头上等待处理。然而顾问理事会里并没有葡萄酒行业的直接代表,只有啤酒行业的代表。

这是目前困扰联邦政府的又一个问题,政府似乎没有能力迅速、协调地回应工业需求,更不用说协调各州利益了。

 

 『原文』 Brand Australia or Brand Victoria?

Raising a glass to Victoria’s Wine Industry, the Andrews Labor Government is backing Victoria’s premium wine industry with more than $1.18 million already delivered for 65 projects that will increase local and international markets, boost wine tourism and grow wine businesses.

On the other hand, the Turnbull McCormack Federal Government is looking to create a brand Australia. Is this a one or the other proposition or can state brands exist in harmony with the new national brand? Wine will be an interesting testing ground for brand identity and management as Victoria, South Australia, Western Australia and the rest compete with each other to be the premier wine growing state of Australia. Not to mention the problems of wine labels that cross state or even international borders.

Victoria First!

Victorian Minister for Agriculture and Regional Development Jaala Pulford announced the funding from the second round of the Wine Growth Fund, which supports Victoria’s 21 unique wine regions.

Victoria’s wine industry contributes $7.6 billion to the state economy and directly employs nearly 13,000 people, many of which are in regional Victoria.

There are more cellar door outlets in Victoria than any other state, creating opportunities for visitors to enjoy diverse and quality wine experiences, and contribute to the livability and vibrancy of Victorian regions.

The Wine Growth Fund is part of the Victorian Labor Government’s investment in Victoria’s wine industry, which also includes the Wine Industry Development Strategy and the Wine Industry Ministerial Advisory Committee.

Public money for wine brand Victoria?

The Wine Growth Fund supports wine businesses to innovate and grow in a range of areas aligned to the industry’s strategic direction, and the Wine Strategy.

Slogans like “We’re raising a glass to Victorian producers and wine businesses across our state and providing vital grants to take Victorian wine to the world.” Will no doubt be in competition with an Australian brand approach or is it?

The Victorian Wine Growth Fund aims to grow the industry by providing innovative growers, organisations and projects with funding to expand, supporting activities from the vineyard to the cellar door and beyond.

Whether it’s a Glamping Experience at Balgownie, a King Valley Prosecco Road Plan, or by providing more cellar door opportunities, the Victorian Andrews Labor Government is getting on with supporting our wine growing businesses. No doubt this credo will raise the challenge of introducing a comprehensive and supportive brand for Australia as a whole.

Challenge in thinking, new nation brand for Australia?

Australia’s Nation Brand Advisory Council will meet for the first time, as the Liberal National Turnbull McCormack Government works to create a new nation brand for Australia to drive exports and investment. However, this is easier said than done as it will need to fit in with for example brand Victoria.

The Advisory Council, chaired by Andrew Forrest AO (made his money selling iron ore to China), will work to design a nation brand that reinforces Australia’s unique strengths; helping forge a stronger and more unified image of Australia overseas.

Australia is consistently recognised as being home to clean and green produce, a beautiful environment, and an unsurpassed quality of life. The Federal Turnbull McCormack Government want these elements of Australia to sit within a brand for our nation.

Creating a unified nation brand will help our exporters use Australia’s reputation to sell more of their goods and services to the world; driving economic growth and creating new Australian jobs. That’s why the Turnbull McCormack Government is leading this initiative.

The Advisory Council’s mission will be to deliver a consistent and collaborative approach to promoting Australia’s broad intellectual, creative and commercial credentials.

Australia a new brand?

The new brand will reinforce Australia’s reputation as a trusted exporter of premium quality goods and services, an internationally competitive investment destination, a great place to visit and a quality provider of education.

Brands are only effective when applied consistently, which is why Australia’s nation brand must achieve wide acceptance within the business community, and therefore be designed with industry.

The talented Australians who form the Advisory Council are leaders and innovators within their fields. Their wide and varied experience across industries will help create a unified brand all Australians can be proud of and all Australian exporters can use. The Turnbull McCormack Government is pleased these leading Australians have responded so positively to this initiative and agreed to develop a nation brand for Australia.

A formal stakeholder engagement program will commence in June 2018 and provide opportunities for business, industry and the broader community to shape the strategic direction of Australia’s Nation Brand.

Australia’s Nation Brand Advisory Council Members include:

·         Andrew Forrest AO, non-executive Chairman, Fortescue Metals Group (Chair)

·         Alan Joyce, CEO, Qantas

·         Bob East, Chairman, Tourism Australia

·         Christine Holgate, CEO, Australia Post (previously CEO of Blackmores)

·         Glenn Cooper, Chairman, Coopers Brewery

·         Jayne Hrdlicka, CEO, A2 Milk

·         Michael O’Keeffe, CEO, AESOP

·         Mike Cannon-Brookes, Founder and CEO, Atlassian

·         Rod Jones, Group CEO, NAVITAS

·         Wesley Enoch, Sydney Festival Artistic Director

·         Dr Stephanie Fahey, CEO Austrade

Let’s for a moment compare this to export industries with problems, like the billion dollar wine sales to China, of which many sit incomplete on wharfs in China to be processed, note, no direct wine industry representative on the above advisory council, but beer is.

This is another disturbing observation about the present Federal Government, it seems to lack coordination and ability to quickly respond to industry needs, not to mention its interaction with state interests.

How do you feel about brands?

A.    Is a brand Australia needed?

B.    Will it work with other branding?

C.    Waste of time?

Please leave your detailed opinion as a comment!

作者Author:Roger Hausmann/Federal Parliamentary Journalist澳洲联邦记者

本文翻译Translator:周吉吉Julie

本文编辑Editor:周吉吉Julie