Cape Town, Tuesday 18 October 2016 – Brand South Africa’s Chief Executive Officer, Dr Kingsley Makhubela and his executive team today briefed Parliament’s Portfolio Committee on Communications about the performance of the Organisation in 2015/16.
Dr Makhubela and his team were commended by the Committee for achieving the organisation’s first clean audit since its establishment.
Reflecting on this achievement, Dr Makhubela who joined the organisation in August 2015, attributed this to the “commitment and dedication to achieving the mandate of the Organisation in relation to the broader developmental agenda of the Nation Brand. In delivering on this task, we have to be mindful of how we use public funds since we are funded by the fiscus,” said Dr Makhubela.
Brand South Africa is mandated to deliver proactive and reactive reputation management, communication and marketing strategies to position the Nation Brand positively.
In the year under review and under the leadership of Minister of Communications Faith Muthambi, Brand South Africa has “focused on improving its domestic presence; developing and implementing initiatives aimed at strengthening our presence on the continent; enhancing our programme of engagement with national, provincial and local spheres of government to ensure alignment and coherence of various initiatives; while positioning South Africa positively in international markets,” said Dr Makhubela.
The key deliverable of Brand South Africa is to consistently and coherently position South Africa as a competitive and positive Nation Brand by working with a range of stakeholders. “Our efforts to assess, analyse and communicate the country’s value proposition by looking at a range of indices while also undertaking our own primary research is very important to the execution of our mandate. In the year ahead, we will strive to strengthen the current relationships we have with stakeholders while delivering on the value proposition of the organisation,” said Dr Makhubela.
“Most importantly, we will aim to inspire the millions of South Africans in the country and beyond our borders to play their part and fly the flag. The Nation Brand must deliver on its promise to inspire new ways with a reality that mirrors this. It will take each of us, in our respective spaces to deliver on this promise by actively participating in building our Nation Brand,” concluded Dr Makhubela.
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Brand South Africa will be pleased to facilitate any requests for interviews.