Golden opportunities in silver fern

9 November 2010

Golden opportunities in silver fern

No matter where it comes from, gold is yellow and heavy – and in current economic times, increasingly valuable.

Attach a brand to it, and all the symbolism represented by that brand rubs off on the precious metal.

That’s a key reason behind the New Zealand Mint applying for, and being accepted into, New Zealand Trade and Enterprise (NZTE)’s Brand Partner programme.

The company joins about 70 Kiwi businesses that can now display an official New Zealand silver fern on their products to more graphically weave the New Zealand story in to their offshore marketing programmes.

The New Zealand Mint owner Gary McNabb says the business is not only proud of its homeland but also worthy of wearing the New Zealand brand.

“Gold is gold. Silver is silver. They’re dug from the ground,” McNabb says. “Sure, we add significant value, especially with our collectible coins but when it comes to telling the New Zealand Mint story we have always been keen to do it in memorable ways.

“Together with the Kiwi, the silver fern is probably one of New Zealand’s best recognised symbols. But the symbolism goes much further than simple logos – it’s the values that people attribute to those symbols that are powerful drivers in competitive markets.”

Being accepted into New Zealand Trade and Enterprise (NZTE)’s Brand Partner programme enables the New Zealand Mint to more effectively promote itself based on the values our country is respected for McNabb says.

“For these reasons the fern mark is a powerful asset for us.”

The New Zealand Mint sells bullion in the United States and exports value-added products such as collectible coins to European and North American markets.

NZTE’s Brand Partner programme has been running for about 20 years and has enjoyed a revival recently as global consumers seek to understand where products come from, says Grant McPherson, NZTE group general manager – business solutions.

“The Brand Partner programme helps companies leverage their New Zealand origins by using the official country brand as a way to differentiate their own offering across the international marketplace.

“It’s about helping companies maximise the value of their own brands through a ‘halo effect’ that comes from New Zealand’s positive reputation in many countries. Ultimately though each brand must stand on its own feet when competing in the international market place,” McPherson says.

To be accepted into the Brand Partner programme, businesses go through a rigorous assessment covering topics such as customers and products, manufacturing and equipment, employment, financial and environmental performance, and health and safety.

The New Zealand Mint has plans to use the fern logo across its full product range in all offshore markets.

About The New Zealand Mint: The New Zealand Mint has been minting legal tender commemorative coins, gold bullion and medallions for more than four decades. As New Zealand's only precious metal mint and one of the first world mints to adopt the 9999 standard for gold coin purity, New Zealand Mint prides itself on high quality design and production work. In 2009, New Zealand Mint opened the Bullion Exchange, the first of its kind in New Zealand which offers a comprehensive service for buying and selling gold and silver bullion as well as on-site insured storage. Leading the way with innovative coloured, silver and gold commemorative coins, New Zealand Mint is known globally for quality and design excellence. New Zealand Mint also produces several ranges of jewellery that cater to many tastes and styles, including the Boh Runga for New Zealand Mint collections. 

About New Zealand Trade and Enterprise: New Zealand Trade and Enterprise (NZTE) is the Government’s national economic development agency. NZTE’s job is to lift the country’s economic performance by helping more New Zealand businesses to grow and compete in international markets.

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