1. Global South African’s
Brand South Africa
Global South African’s

2. Contents About Brand South Africa Nation Brand Performance
Nation Brand Advocay

3. Managing South Africa’s Nation Brand reputation
Department of Communications
Board of Trustees
Chief Executive
Marketing & Comms
Marketing
Communications
Research
Stakeholder Relations
Global Markets
Finance
Corporate Survives
Governance & Legal
Brand South Africa was established in 2002 as the official agency appointed to manage the reputation of the Nation Brand
Direct reporting to Department of Communications through a Board of Trustees.
Responsible for building South Africa’s reputation in order to improve the country’s global competiveness
Creating a positive and compelling image for SA domestically and within the international community

4. Areas of Focus for Brand South Africa
Proactive and Coordinated Reputation Management of the Nation Brand
Reputation Management
Proactive and Coordinated Communication of the Nation Brand
Communication
Proactive and Coordinated Marketing of the Nation Brand
Marketing

5. Global Trends… some not so positive
The concept of a nation is changing
Globalisation is no longer embraced
Polarisation and populism
Age of Terror
Western countries are less relevant
4th industrial revolution and digitalisation
Cultural Diplomacy
Soft Power
Polirisation
Terror
Digitilisation

6. Investment & immigration
Process
Investment & immigration
Exports
Tourism
Governance
Culture and Heritage
People
Investment Potential and attractiveness to outsiders
A Nation Brand is the sum of people’s perceptions of a country across six core areas.
Level of satisfaction with country’s products and services
Governance plays a critical role in shaping the reputation of the Nation Brand
Potential attractiveness and economical contribution
Skills and openness
Competency fair governance, human rights, international contribution
Brand South Africa uses Simon Anholt’s definition of nation branding as defined in Anholt-Gfk Roper:
A Nation Brand is the sum of people’s perceptions of a country across six core areas
Critical substantiation must be made between ‘brand’ and ‘branding’.
The ‘brand’ is everything the Nation stands for; it is the creation of the identity that will encompass what people know about the Nation. Whilst ‘branding’ is the marketing thereof i.e. logo, slogan, colour scheme etc
Commercial and cultural products and sporting prowess
2019/04/06

7. About the Nation Brand
Nation Branding is the practice of highlighting, encouraging, reinforcing, communicating and aligning a nation’s attributes in order to present the nation in a way that helps it reach defined strategic goals.
Competition for share of voice in a crowded market place for:
Inward investment
Trade
Exports
Tourism
2019/04/06

8. Nation Brand Performance
Domestic Perceptions
Domestic Perceptions Research
Brand South Africa uses an eclectic approach in understanding the performance of the Nation Brand.
Research analysis and engagements with stakeholders are critical processes used to assess the performance of the Nation Brand and to develop strategies to address challenges.
Nation Brand Reputation
Roper GfK. Nation Brand Index
Roper GfK. City Brands Index
Brand SA –Fieldwork
Global
Competitiveness
World Economic Forum – Global Competitiveness Index
IMD – Competitiveness Yearbook
Mo Ibrahim Index on African Governance
World Bank Doing Business Index…
Investor Perceptions
Brand SA International Investor Perceptions Research
Media Reputation
Media Reputation and Analysis
Brand SA – Country Office and Media Analysis

9. Investment & Immigration
Nation Brand Index
Exports
Tourism
Governance
Culture
People
Investment & Immigration
38/50 37 39 38 36 32
South Africa
Nation
2017 rank
Germany 1
France 2
United Kingdom 3
Canada 4
Japan 5
United States 6
Italy 7
Switzerland 8
Australia 9
Sweden 10
2019/04/06

10. Nation Brand Performance – Global Governance
A Nation Brand’s contribution to global governance has a direct bearing on international perceptions.
Global Governance Contribution
Peaceful internally negotiated political settlement
Active role in transforming OAU to AU & contribution to Peace & Security on the African continent
Served 2 terms as non-permanent member of the UN Security Council
Champion of New Partnership for Africa’s Development (NEPAD)
Plays an active role in the G20
Member of BRICS
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11. Global governance contribution to humanity
South Africa ranks 47/163 in the Good Country Index
This research that highlights how countries can co-operate and collaborate without losing competitive advantage.
Countries that help other countries work together in new and innovative ways that nobody has dreamed of before.
Countries that guide the way to a better future for all of us. 
South Africa in the Good Country Index 2017
Over-all ranking
47/163
Science & Technology
25/163
Culture
65/163
International Peace & Security
2/163
World Order
Planet & Climate
150/163
Prosperity & Equity
114/163
Health & Wellbeing
56/163
2019/04/06

12. The National Development Plan is aligned to the Constitution of SA
The highest law of the land, it is widely regarded as the most progressive Constitution in the world, with a Bill of Rights second to none…
The National Development Plan, or NDP, is a plan to unite South Africans, unleash the energies of its citizens, grow an inclusive economy, build capabilities, and enhance the capability of the state and leaders working together to solve complex problems
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13. Snapshot of key performance indicators
Nation Brand Performance: Political Governance
Snapshot of key performance indicators
Governance Indicators
WEF – Institutions = 61/137 (2017)
WEF – Financial Market Development = 44/137 (2017)
IMD – Government Efficiency = 40/60 (2016)
Open Budget Index = 2/115 (2017)
World Press Freedom Index = 39/180 (2016)
Climatescope renewable energy country competitiveness index = 6/71
2019/04/06

14. The Mo Ibrahim Index of African Governance 2017
Nation Brand Performance: Political Governance
The Mo Ibrahim Index of African Governance 2017
Participation & Human Rights
4th
An annual assessment of quality of governance in every African country
South Africa ranks 6th out of 54 countries overall Governance
Scores in the Top 10 in all four categories
Human Development
8th
Safety &
Rule of Law
7th
Sustainable Economic Opportunity
4th
Source: Mo Ibrahim Foundation, 2017 IIAG, Index Report
2019/04/06

15. Open Budget Index 2017
In an open democratic society such as South Africa, accountability and transparency play a tremendously important role in shaping perceptions of the governance capability and ethical standard according to which public affairs are managed. As the Open Budget Survey (OBS) report indicates.
‘At the core of the relationship between citizens and the state are decisions about how public resources are raised and spent. The budget is where the most important questions about the role of government are asked and answered.’
Significantly South Africa ranks 2/115 making the country the second most transparent system after New Zealand, and leading Sweden and Norway that rank at 3rd and 4th respectively.
2019/04/06

16. SA ranks 6/71 emerging markets measured by Climatescope 2017
South Africa attracted a total of $6.10bn worth of investment in the renewable sector between 2010 and 2016.
South Africa’s investment in renewable energy, relative to GDP (for 2016) stands at 5.9%
This makes the country the fourth largest recipient of FDI in this sector among emerging markets.
Of all global private sector investors in the renewable sector Old Mutual is the leader. It invested, during the period of 2010 to 2016, a total of $2.31bn.
2019/04/06

17. WEF Global Competitiveness Report 2017/18
Nation Brand Performance: Corporate Governance
WEF Global Competitiveness Report 2017/18
SA indicated a drastic drop by 14 positions in the overall ranking from 47 in 2016 to 61 in 2017, however South Africa still remains one of the most competitive countries in sub-Saharan Africa.
12 competitiveness pillars:
Institutions
Labor market efficiency
Infrastructure
Financial market development
Macroeconomic environment
Technological readiness
Health and primary education
Market size
Higher education and training
Business sophistication
Goods and market efficiency
Innovation
Challenges
Institutions (76/137), Macro-economic environment (82/137), Higher Education & Training (85/137), Goods & Market Efficiency (54/137), Financial Market Development (44/137), Technological Readiness (54/137), Business Sophistication (37/137) and lastly Innovation (39/137).
Strengths
Health and Primary Education, Labour Market efficiency, and Infrastructure continue to improve, while the Market Size remained the same as the previous period.
2019/04/06

18. World Bank Doing Business Index 2017
Nation Brand Performance: Corporate Governance
World Bank Doing Business Index 2017
SA ranks 74th out of 190 economies
10 topics:
Starting a business
Protecting investors
Dealing with construction permits
Paying taxes
Getting electricity
Trading across borders
Registering property
Enforcing contracts
Getting credit
Resolving insolvency
Strengths: Protecting investors (22/190), paying taxes (51/190), resolving insolvency (50/190), Getting credit (62/190)
Improvements: Resolving insolvency (51 to 50/190)
Challenges: Starting a Business (131), Registering Property (105), Trading across Borders (139), Getting Electricity (111), Enforcing Contracts (113), Dealing with construction permits (99)
Source: World Bank (2016): Doing Business 2017: Equal Opportunity for All
2019/04/06

19. AT Kearney FDI Confidence Index 2017 - Future Outlook for South Africa
Challenges:
Governance
Exchange rate volatility
Decreased trust in political leaders
The unemployment rate of 26.5%
Opportunities:
To capitalise on its improving economy and regional role.
GDP growth is expected to reach 0.8% in 2017 and double to 1.6% in 2018.
With renewed improvements in infrastructure and education, investors view the country poised to lead one of the world’s next major manufacturing hubs with a primary source of global population growth in the coming decades.
2019/04/06

20. INVEST SA Basic Information
Investment attraction remains a key priority for government, hence the establishment of Invest SA One Stop Shop across all provinces.
The one stop shop is a focal point of contact in government for all investors to coordinate and facilitate the relevant government departments involved in regulatory, registration, permits and licensing.
This is done to ensure simplified administrative procedures by removing bottlenecks faced by investors in establishing and running businesses.
It will assist in the reduction of the silo mentality, turnaround times , red tape and improve service delivery.
2019/04/06

21. Encouraging Nation Brand Advocacy, pride and patriotism

22. Play Your Part Programme
Play Your Part is a nationwide movement created to inspire, empower and celebrate active citizenship in South Africa.
Its objective is to lift the spirit of our nation by inspiring all South Africans to contribute to positive change, become involved and start doing – because a nation of people who care deeply for one another and the environment in which they live is good for everyone.
Play Your Part is aimed at all South Africans – from corporates to individuals, NGOs to government, churches to schools, young to not so young. It aims to encourage South Africans to use some of their time, money, skills or goods to contribute to a better future for all.
There are numerous opportunities, big and small, for each and every South African to make a positive difference in the communities in which they live and operate. Play Your Part encourages them to act on these opportunities.

23. Play Your Part Ambassador Programme
Brand South Africa has recruited Play Your Part (PYP) Ambassadors who are ordinary South Africans, currently playing their part as active citizens in their various respective communities.
Once recruited into the PYP programme, Brand South Africa partners with these partners on collaborative initiatives.
About Our Ambassador:
Sandiso is an entrepreneur who employs innovative business models and has founded Born To Succeed that helps to curb the Youth unemployment rate in South Africa, through education mentorship and forming Private Sector Alliances
Playing Her Part:
Identifies young woman from peri urban rural areas, who have passed grade 12, are unemployed and thus imparts skills to them in order to assist them to gain necessary skills to secure meaningful employment.
Sandiso Sibisi
About Our Ambassador:
Thobile is an example of aligning passion with purpose. Founder Dental Marathon that seeks to provide dental health care to underprivileged communities. His goal is to open 15 Dental Marathon to provide free dental health care whilst providing free practical training to students in the dentistry industry.
Playing His Part:
Thobile takes oral care to underprivileged communities through his mobile van Dental Marathon Clinics
Thobile Mushwana

24. Constitutional Awareness
As part of its contribution to Outcome 14 of the National Development Plan, Brand South Africa has developed a stakeholder and marketing campaign to build Constitutional Awareness amongst South Africans.
The campaign is was aimed at creating awareness of the Constitution amongst South Africans and to foster Constitutional Values.
Key pillars from the constitution were selected to guide the communication for the campaign
United in our Diversity
Human dignity, equality and freedom
Freedom of Religion, belief and opinion
Freedom of Expression
Freedom of Trade, occupation and profession
Non-racialism and non-sexism
Everyone has the right to freedom and Education

25. Building Nation Brand advocacy amongst South Africans living abroad
Brand South Africa understands the importance of maintaining a relationship with South Africans living abroad
The Global South Africans programme is designed to build Nation Brand Advocacy and leverage South Africa expats to promote the country
Through the GSA programme Brand South Africa holds engagements with expats with the aim to build a relationship and Nation Brand Advocacy amongst specific individuals