Unlike other countries, Australia's problem is not how to build its global image, but what to do with the strong image it has already, Simon Anholt said. 

The man behind the Anholt-Gfk Nation Brand Index, which put Australia ninth in a list of the world's top 50, met with federal government officials to discuss its latest brand building campaign. 

"But you have to keep paying the rent," he said, adding the new campaign was a good way of starting that process.

Internationally, Australia was mostly connected to tourism, lifestyle, food and "soft stuff like that". 

People still connected Australia to the global smash hit Crocodile Dundee (1986) but Anholt believed that was not such a bad thing. 

He agreed with Trade Minister Simon Crean, that with a little bit of marketing of its political and economic benefits, Australia could lift its perception and be seen as a major power.