A project is under way to rebrand Australia to the world.

Australia’s falling ranking in a number of global brand surveys and indexes has led to the appointment of a high profile panel to create a unified national brand for Australia.

Australia has always scored well on “soft” attributes like people and natural beauty, but does not rank as well for science and technology, business and trade.

According to economic modelling by Deloitte, an improvement of just one place in Australia’s ranking would increase exports by $3.1 billion a year, foreign direct investment by $704 million, tourism by $174 million and the international student sector by $137 million.

The panel is working with the Government’s investment arm, Austrade, and key concepts are set to be tested, now that the election is over.

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