Ngāti Whātua Ōrākei Trust says it is disappointed Auckland's new $500,000 global brand wasn't created with proper consultation with iwi, who have been using its Maori translation for centuries.

Tāmaki Makaurau 'the land loved by many' is a translation used by Ngāti Whātua Ōrākei and many iwi across the region.

The city's proposed new global brand - The Place Desired by Many - was worked on by three project staff over two year, while115 council staff attended workshops.

Council-controlled organisation Auckland Tourism, Events and Economic Development (Ateed) says the catchphrase was part of an "Auckland story" that could be marketed to a global audience.

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The Trust said it was disappointed to learn that a significant amount of money went towards the development of the proposed brand with limited iwi consultation during development.

It was "surprised to be named as being connected to this mahi".

"The Trust is disappointed that this . . . is likely to end up on the scrap heap because the process has not been handled well," it said in a statement.

"Ngāti Whātua Ōrākei believes a lot of time and money could have been saved by simply engaging with iwi and the community."

Trustee Ngarimu Blair was part of the initial Advisory Group for the Global Auckland Project however he was invited to join the group in a personal capacity and only attended two meetings before it was disbanded.

Neither Blair nor Ngāti Whātua Ōrākei Trust was consulted on the final proposed brand names reported in the Weekend Herald today.

Ngāti Whātua Ōrākei Trust said it was happy to play a role in the brand development moving forward as it wants to see the city promoted well.

Ateed says it is "bemused" by the trust's criticism, having consulted with at least three senior Ngāti Whātua figures about its proposed rebranding.