Platinum Guild International (PGI) chief executive James Courage has said that his team is committed to improving the brand recognition of platinum across the world as it moves forward with its marketing strategy.

Pointing to the example of the US, where demand for platinum jewellery has grown by more than 1,500 per cent since the Guild was founded nearly 11 years ago, Mr Courage argued that PGI has the capacity to catalyse public awareness of the precious metal.

Whilst commenting that PGI remains 'firmly committed to increasing the platinum momentum' in the US, Courage said the Guild was now planning to capitalise on the emergence of new international markets in Italy, Japan, and in particular, China.

PGI says it will leverage the international appeal of platinum by launching a new branding initiative, which presents a 'unified image and consistent look and feel'.

'It is our most significant undertaking in 2003,' Courage said, 'and puts our programs under one global umbrella.'

The new brand platform, which will focus on platinum's unique qualities as a precious metal, is the result of extensive consumer research in target countries across the world, including China, Germany, India, Italy, Japan and the United States.