According to the Anholt brand value study Brand South Africa is worth well over half a trillion rand. Whereas hypothetical value is interesting, it is the intrinsics supporting the brand that are of crucial concern to Brand South Africa and its partners in building the reputation of South Africa as a Nation Brand. These intrinsics are built on solid foundations - one of the world’s most democratic constitutions, a stable democracy, strong economic fundamentals. Combined with the DNA of Brand South Africa - the resourceful and resilient nature of our diverse people, our resources, the way we do things and the journey we have travelled - it has created a Nation Brand with an uncanny ability to come through challenging times and emerge stronger.
The 2008/09 financial year was undoubtedly one of those challenging times with political transition, xenophobia, the electricity crisis and the global economic slump threatening to undermine the value built up since 1994. This at a time when the country was coming increasingly under the international spotlight in the run-up to the biggest ever event hosted on the African continent - the 2010 FIFA World CupTM.
It is to South Africa’s credit that such a roller-coaster year has not hindered the country’s plans in terms of infrastructure development and general preparedness. In fact it is the common and tangible targets that the 2010 FIFA World CupTM offer that has encouraged South Africans to work together to overcome the current challenges. Since the financial year-end South Africa has again proven what we, as a Nation, are capable of; the fourth democratic election went off without any major disruptions. Furthermore the country has successfully staged three major sporting events in a mere three months, including the vital rehearsal for the World Cup, i.e the Confederations Cup.
For Brand South Africa it is critical that strong foundations be built for a successful hosting of the 2010 FIFA World CupTM as this event will provide the Nation with another “defining moment” of similar magnitude to April 27 1994. In these circumstances the starting point had to be a careful and considered stock-take; the findings of the Brand South Africa’s Strategic Review in mid 2008 provided that framework. Much of Brand South Africa’s time in the second half of the year has been devoted to evaluating and then implementing the recommendations, although many of the actual activities will only manifest in the coming financial year. In addition, a major study was undertaken in order to truly understand the country’s global competitiveness.
Following these efforts Brand South Africa will be better positioned, more focused and optimally equipped to build and manage the Nation’s reputation. This will inevitably improve South Africa’s global competitiveness and in so doing create a platform to facilitate job creation, GDP growth and the creation of greater social cohesion in South African society.
- To establish an integrated approach within government and the private sector towards the international marketing of South Africa.
- To articulate a brand for South Africa, which positions the country to attract tourism, trade and investment as well as realise its international relations objectives.
- To build national support for Brand South Africa.
Annual Report: 2008