THE Welsh Government "has not got the branding of Wales right", business minister Edwina Hart has said.

Mrs Hart took questions from AMs today about what was being done to bring investment into Wales - amid criticism that not enough was happening.

The Gower AM defended the government's record on economic development as well as outlining plans for Wales' enterprise zones.

But the 54-year-old Labour politician admitted Wales needed a new brand image if it wanted to turn heads across the globe.

She said: "I don't think I've got the brand of Wales right.

"We are currently working on the images and putting the appropriate staffing in.

"People are concerned about how we are seen, and what images we portray.

"That links to what image I might put in a tourism advert as well as what I might put on a poster for business - it's all got to be absolutely integrated.

"I don't think we've necessarily done that very well in recent years.’’ Mrs Hart's comments came following figures which showed that attracting foreign businesses to Wales had deteriorated since the late 1980s and early 90s when it accounted for 15% of investment into the UK.

By 2009/10, that figure was down to 6%.

And last month, MPs on the Welsh Affairs Committee said opportunities to attract investors had been missed since the abolition of the Welsh Development Agency in 2006.

Welsh Conservative AM Nick Ramsay, who chaired today's enterprise and business committee, said the Labour-led government in Cardiff needed to work more constructively with its UK counterparts in Westminster.

He said: "Despite all the defensive rhetoric, the minister in charge has finally given us the truth we all knew already.

"Simply, Wales is not being properly sold and European funds have been mismanaged in the past.

"Over the past six years, Wales has been the only UK nation or region to see a fall in its share of foreign investment.

"Now we finally have confirmation that it's the fault of successive Labour-led governments.

"They now need a new and robust strategy to get us back on track across the world.

"The Welsh Government should get out of its silo and start working constructively with the Conservative-led coalition to deliver the improvements desperately needed.’’ Mrs Hart also spoke about Wales' enterprise zones initiative.

Seven sites have been earmarked for development - Anglesey, Cardiff, Deeside, Ebbw Vale, St Athan, Pembrokeshire and Gwynedd.

Critics have said the Welsh Government was slow to get the scheme off the ground - and warned they could face competition from similar areas across the border in England.

But Mrs Hart said the government would be taking an "integrated approach’’ in boosting Wales' economy.

And she added Wales would also be looking to build on its recent trade missions, which has seen the First Minister visit China and the USA over the past six months.