1. BRAND SOUTH AFRICA Captive lion breeding for hunting in South Africa – harming or promoting the conservation image of the country?

2. Global reputation indicators
A consistent feature of South Africa’s global reputation remains its Natural Beauty and Tourism industry
The Nation Brand Index shows that of all the features of the country, South Africa’s Natural Beauty remains consistently strong
Natural assets therefore play a major role in increasing awareness & enhancing reputation internationally
Captive lion breeding & hunting, Rhino poaching pose reputational challenges
Need to consider the implications and possible reputation enhancement from responsible management of these resources, and to take a leading position on such conservation issues in the international conservation space

3. South Africa’s Performance on the Nation Brand Index
Brand Reputation: International Perceptions
South Africa’s Performance on the Nation Brand Index
Investment Potential and attractiveness to outsiders
Investment & immigration
Tourism
Exports
Level of satisfaction with country’s products and services
Potential attractiveness and economical contribution
Governance
People
Competency fair governance, human rights, international contribution
Skills and openness
Culture and Heritage
Commercial and cultural products and sporting prowess
Source: Anholt-GfK Roper Nation Brand Index 3

4. Investment & Immigration
How South Africa ranks overall on the six pillars the NBI (2015)
Work & Life 38
Quality of Life 40
Educational Qualifications 35
Invest in Business
Equality in Society
Investment & Immigration 39
Visit if money is no object 38
Natural Beauty 18
Historic Buildings 42
Vibrant City 39
Science & Technology 35
Buy Products
Place 36
Tourism 36
Exports 36
38/50
Competent & Honest 38
Rights & Fairness 41
Peace & Security
Environment 35
Poverty 43
Governance 39
People 36
Welcoming 36
Close Friend 31
Employability 32
Culture 30
Sports 16
Cultural Heritage 36
Contemporary Culture 35

5. Investment & Immigration
How South Africa ranks overall on the six pillars the NBI (2016)
Work & Life 35
Quality of Life 38
Educational Qualifications 34
Invest in Business 36
Equality in Society 37
Investment & Immigration
Visit if money is no object 38
Natural Beauty 21
Historic Buildings 43
Vibrant City
Tourism
Exports
Science & Technology 35
Buy Products 34
Place 36 36 36 36
Competent & Honest 38
Rights & Fairness
Peace & Security 34
Environment 29
Poverty
Governance
People
Welcoming 33
Close Friend 32
Employability
35/50
Culture 37 33 30
Sports 16
Cultural Heritage 35
Contemporary Culture 37

6. Investment & Immigration
How South Africa ranks overall on the six pillars the NBI (2017)
Work & Life 36
Quality of Life 40
Educational Qualifications
Invest in Business 38
Equality in Society 39
Investment & Immigration
Visit if money is no object 38
Natural Beauty 22
Historic Buildings 44
Vibrant City 40
Tourism
Exports
Science & Technology 39
Buy Products 36
Place 37 37 39 38
Competent & Honest 39
Rights & Fairness 40
Peace & Security 37
Environment 33
Poverty 42
Governance
People
Welcoming 36
Close Friend 34
Employability
38/50
Culture 39 36 32
Sports 16
Cultural Heritage 39
Contemporary Culture 37

7. Global reputation indicators
Damage to the Nation Brand
10 International Campaigns and NGOs focussed exclusively on stopping canned lion hunting and captive breeding.
62 Global Marches held in major international cities since 2014.
At least 18 online petitions targeting at canned lion hunting, captive breeding and/or the lion bone trade – the largest of which has so far attracted over 1.8m signatures.
42 major international airlines refusing the cargo of lion trophies since August 2015 (4 Countries with Trophy Import Bans and/or Restrictions, namely the Netherlands, Australia, France and the US. The United Kingdom and European Union also placed restrictions and expressed its distaste at captive lion breeding and hunting. NB these are among our largest tourism overseas source markets!

8. Global reputation Reputation issues
The above poses a huge risk for tourism growth in South Africa, as the world heads towards more and more responsible tourism and commerce practices
The current practice and SA legislation is unanimously criticised at an international level, and we must ask ourselves if that is an image we want for the Nation Brand.
It is important to discuss the possibility of changing legislation and ensuring sustainability
Is the financial revenue from this activity worth compromising our Nation Brand reputation and position as unique wildlife destination.
Provincial level issuing of hunting licences need to be done in context of national policy on sustainable management of South Africa’s wildlife

9. Global reputation Reputation issues
If so, counter negative international reporting with accurate data on SA’s integrated investment in wildlife conservation – e.g. number of national parks, impact on global conservation. But, judging by international criticism this plan is not likely to convince international stakeholders and prospective tourists.
Profile how SA’s wildlife conservation makes major international contribution to biodiversity. Whilst this is a compelling story it is strongly contradicted by the practice of ‘canned hunting’.
The most positive outcome from a reputation management point of view would be for South Africa to ban captive lion breeding, as well as that of other animals.
Proposal: following on parliament colloquium work with stakeholders to develop communication/marketing strategy involving government and civil society

10. NBI Highlights
By ranking 38/50 in 2017 the Nation Brand shows that “…South Africa’s international standing remains in good shape and continues to improve year on year.”
However, the following markets are proving themselves to be South Africa’s closest competitors, being – Chile, Peru that improves ranking as well as statistical score in the study on last year to advance ahead of South Africa.

11. NBI Highlights
As in previous years the Culture and People pillars support the over-all performance of South Africa in the NBI.
In terms of African nations, South Africa outperforms Nigeria and Kenya with a perception score lead of 3.5 and more on all indices.
Countries with the most favorable views of South Africa include: India (20/50), UK (30/50), Germany (31/50), France (32/50), Italy (33/50) and Sweden (33/50).

12. NBI Highlights
Markets that show a marked improvement of opinion towards South Africa include: the USA (+4.16), Argentina (+3.66), China (+3.31) – the improved perceptions in these markets contributed directly to the over-all statistical score increase in Note as well that the movement in China is very important.
Countries that remain quite critical of South Africa include: South Korea, Mexico, and Japan.

13. Prepared by Brand SA Research Contact:
Dr Petrus de Kock, GM – Research
Leigh-Gail Petersen, Research Manager
Readers are welcome to use the data contained in this report for their own purposes provided they acknowledge the source as: Brand South Africa, Research & Nation Brand Performance Presentation, October 2015, available at: