ABSTRACT
This chapter explores the strategic association that establishes between a country's national reputation and its individual brands through establishing and sustaining a national reputation that develops and expands over time using New Zealand. Corporate brands frequently have a set of fundamental values that focus on a firm's core competencies. To achieve a strong association between a firm's corporate reputation (CR) and its products requires firms to articulate corporate values. The development of the New Zealand Way and its silver fern brand mark stimulated an upsurge in corporate branding activities within New Zealand and provided a 'framework' within the corporate values of firms. Applications for silver fern accreditation are assessed according to a firm's commitment to quality excellence and environmental responsibility. The decision by New Zealand to adopt the 'clean and green' national identity coincided with the 'mainstreaming' of a number of emerging global consumer trends.
