INDEPENDENT NEWS

NZ Story dusts off FernMark brand for exporters

Published: Tue 22 Sep 2015 04:22 PM
NZ Story dusts off FernMark brand for exporters in new licensing regime
By Paul McBeth
Sept. 22 (BusinessDesk) - New Zealand Story, the government entity set up to help local firms market themselves to the rest of the world, will offer licenses to the FernMark brand for the first time in three years, giving exporters the right to buy a logo designed to project kiwi authenticity.
Ten companies are going through the application process to use the FernMark on their products, including ecostore, Zealong Tea, Metalform and a couple of food companies, and another 30 have indicated their interest in using the brand, NZ Story executive director Rebecca Smith told BusinessDesk. The licensing regime replaces a previous invitation system, which had been extended to between 100 and 200 companies. The invitations were stopped three years ago.
"It's completely about leveraging off the good reputation of the country," Smith said. Over the past three years, "the FernMark has been extensively used by government agencies offshore, including the likes of NZTE events, conferences and trade shows. It has been used through the UN Security Council, trade missions - so it's well-recognised in the offshore markets that we operate in as a national symbol."
NZ Story was launched in 2013 in response to growing demand for firms outside the tourism sector to better articulate the selling points of the country beyond the 100% Pure campaign. It was developed by New Zealand Trade and Enterprise, Tourism New Zealand and Education New Zealand, and provides a variety of resources for firms to use when marketing themselves overseas.
The annual licence fee will be between $1,500 and $5,000 depending on the size of the firm, and applicants will need to meet certain criteria to demonstrate they are a New Zealand business, including the level of local ownership, directors, and employment. Firms that manufacture overseas will also be able to access the logo, with the regime catering to locally designed products as well.
Smith said the regime will be self-funding, and NZ Story wants to have between 70 and 100 companies using the FernMark in the first year.
The FernMark logo has been registered as a trademark in 14 countries, and designed with an "augmented reality" capability that lets customers verify its authenticity.
Smith said NZ Story has protected the trademark closely over the past three years, with a 100 percent success rate in issuing cease and desist orders to entities that have used the logo without authorisation over that period.
"It will not stop, people will always try to do that, so we have instigated underneath this a very vigorous watch, cease and desist programme, particularly across Asia markets to ensure that we're protecting that brand," she said.
Since the NZ Story initiative was launched, the response by local firms has been mixed, depending on the sector, and Smith cited the seafood industry as selling a consistent story as a number of firms rebrand into food businesses and away from fishing companies.
"What we're particularly interested with the NZ Story is helping businesses expand their story," Smith said. "It's moving up that chain and having a better, broader story consistently across the export community."
(BusinessDesk)
BusinessDesk
Independent, Trustworthy New Zealand Business News
The Wellington-based BusinessDesk team provides a daily news feed for a serious business audience.
Contact BusinessDesk
Email:

Next in Business, Science, and Tech

Grey Power Is Disappointed To Learn Of More Bank Closures
By: Grey Power New Zealand
Supply Chain On Brink Of Overload Says National Road Carriers
By: National Road Carriers
Supermarkets Announced As Government’s Second Market Study
By: New Zealand Government
Retail Sales Recover In The September 2020 Quarter
By: Statistics New Zealand
New Zealand Flies Into The Stratosphere
By: Kea Aerospace
Births And Deaths: Year Ended September 2020
By: Statistics New Zealand
Okay Boomer: Kākāpō Wins Bird Of The Year 2020
By: Forest And Bird
BNZ Optimistic About Year Ahead
By: BNZ
Market Study Of Supermarkets ‘positive’ For Shoppers, Manufacturers
By: NZ Food and Grocery Council
Consumer NZ Welcomes Supermarket Investigation
By: Consumer NZ
Supermarket Inquiry Should Look At Govt’s Role
By: New Zealand National Party
Māori Population Estimates: At 30 June 2020
By: Statistics New Zealand
View as: DESKTOP | MOBILE © Scoop Media