The iconic Australian Made, Australian Grown (AMAG) kangaroo logo is now a registered trademark in the Philippines, the Australian Made Campaign announced recently. This means that the logo is now protected under local Philippine law.
The registration of the AMAG symbol in the Philippines presents an opportunity to expand interest in Australian products in this market. Only licensed Aussie makers and growers are allowed to harness the logo’s power.
“We know that the logo represents authenticity. Highly recognisable, it clearly identifies genuine Australian goods, making it an extremely valuable marketing tool for makers and growers. We’re proud that for more than 35 years the iconic symbol has aided Aussies to share their goods in key export markets around the world,” Australian Made Chief Executive Ben Lazzaro said.
“Formal registration of the logo in the Philippines provides an essential legal framework which exporters can rely upon if the logo is copied or used without proper authority. While the Philippines represents a relatively small export market for Australia, we see the registration of the logo as an opportunity to expand interest in Australian Made products,” Lazzaro added.
During the 2019-20 financial year, Australia exported A$2,130 million worth of merchandise to the Philippines, according to the Department of Foreign Affairs and Trade.
The research conducted by Horizon Consumer Science in 2020 revealed that the driving forces behind overseas consumers purchasing Australian Made products are quality, reputation, and ethical standards. The research also found that 97% of overseas consumers have a positive first impression of the Australian Made logo, with 87% of consumers believing products that carry the logo are genuinely from Australia.
Wrays, Australia’s largest independent intellectual property specialist firm, and Australian Made Campaign Partner carried out the trademark registration work. The registration covers 10 classes (Classes 3, 5, 20, 25, 29-33 and 35) that extend to a wide range of products, including pharmaceuticals, toiletries and cosmetics, clothing and footwear, furniture, food and beverage, and retail services.
Prior to the registration in the Philippines, the AMAG logo has already been registered in other key export markets, including the United States of America, European Union, China, United Kingdom, United Arab Emirates, South Korea, Japan, India, Singapore, Hong Kong, Malaysia, Taiwan, Indonesia, and Vietnam, where it is known as Australia’s mark of authenticity.
To find out more about the use of the AMAG logo, visit www.australianmade.com.au.
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