The skyline of Lagos, Nigeria’s major city and economic hub.
Brand South Africa’s research shows South Africa perceived positively in Nigeria and Kenya
Johannesburg, Thursday 18 September 2014 – Brand South Africa today released the findings of its Africa research programme to a range of stakeholders and the media at its offices in Houghton.
Brand South Africa has, for the first time, conducted primary research in Nigeria and Kenya to assess the perceptions of South Africa and our citizens. This will be followed by research in Ghana later this year.
In the first of a series of reports, Brand South Africa released the results of interviews with a range of respondents including diplomats, businesspeople, citizens, policy makers and artists. The pilot study has yielded the following outcomes:
- Respondents in Nigeria and Kenya follow South African domestic events very closely and are very well informed about South Africa.
- Respondents equally view themselves as having contributed to South Africa’s freedom due to the material support the citizens of both Nigeria and Kenya contributed to our struggle for liberation.
- South Africans are viewed as liberal and open in nature. By implication South Africa is seen as welcoming and open. However, South Africans are also viewed as aggressive and domineering in their business relations in these countries.
- The respondents, particularly in Kenya, also indicated that South Africans should be more nuanced in their business entry strategy when considering expansion into Kenya. They felt that South African corporate entities do not take sufficient notice of particular market conditions and the needs of the market.
- In Nigeria, however, contrary to popular view, respondents suggested that they view the management practices of South Africans very positively and wish to take lessons from the way in which South African corporate entities are run.
- South African culture including music and arts is viewed very positively amongst respondents in Nigeria and Kenya.
- Although the first in a series, Brand South Africa’s research has indicated that South Africa and its citizens enjoy strong brand appeal and positive associations.
However the research does have implications for the bilateral people to people interactions since relations – political or social – are actually build by people as representatives of their various institutions. One of the strongest outcomes is that there should be a stronger awareness that South Africans are part of Africa.
The South African nation brand according to Brand South Africa’s research in Kenya and Nigeria
About Brand South Africa
Brand South Africa is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness. Its aim is also to build pride and patriotism among South Africans, in order to contribute to social cohesion and nation brand ambassadorship.
About Play Your Part
Play Your Part is a nationwide campaign created to inspire, empower and celebrate active citizenship in South Africa. It aims 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.
The campaign is driven by Brand South Africa.
For more information or to set up interviews, please contact:
Tel: +27 11 712 5007
Mobile: +27 (0) 82 358 9047