Johannesburg, Wednesday 18 November 2015 – Brand South Africa, in partnership with the Business Report, today released the results of South Africa’s performance in the 2015 Anholt Nation Brand Index.
South Africa ranks 38 of 50 countries assessed in this index.
Although South Africa has dropped one place – from 37 in 2014 to 38 in 2015 – the country’s overall reputation score has improved 0.17 points from 2014. In addition, South Africa has improved on the pillars of people and tourism and held steady on the pillars of exports and governance.
Reflecting on South Africa’s performance in the Nation Brand Index, CEO Kingsley Makhubela said, “South Africans can be proud of our country’s performance in a range of indices in the past year. The Global Competitiveness Index produced by the World Economic Forum ranks us 49 amongst 140 countries and number 2 in Africa. The Mo Ibrahim Index on African Governance places us at number 4 amongst 54 countries on the continent and now, the Nation Brand Index places us at number 38 of 50 countries. A country’s reputation is collectively built by each citizen and Brand South Africa salutes you for your efforts to build a globally competitive country with a positive reputation.”
“There is however work to be done to improve in certain areas of our competitiveness and the National Development Plan must guide national efforts to achieve this. Improvements will impact positively on the reputation of and perceptions about South Africa. Brand South Africa urges all citizens to become part of this endevour.”
“In addition and despite South Africa’s drop in the area of investment and immigration according to the Nation Brand Index, South Africa registered an FDI inflow of US$3.31 billion between January 2015 to July 2015 which resulted in the creation of 5 037 jobs. According to the Department of Trade and Industry, FDI is being attracted into knowledge intensive sectors like: software and information technology services; business services; financial services communications; and industrial machinery, equipment and tools. This bodes well for the South African economy. It is also significant to recognise that despite global FDI falling by 16% in 2014, South Africa was able to attract over R140 billion in the 2013/14 financial year. This is almost double the amount of FDI in 2012.”
The Nation Brand Index recognises amongst South Africa’s strengths, sports – particularly football, pristine landscape, and game reserves. Participants in the survey also indicated that the citizens of South Africa are amongst our biggest attribute being described as, amongst others, desirable friends, good employees, hardworking and skilful. The Nation Brand Index is the result of 20,342 interviews in 20 countries.
Notes to the Editor
About the Nation Brand Index
The NBI measures the reputation of the Nation Brand on six elements, being: Governance; Exports; Tourism; People; Culture; Investment & Immigration. Through a series of sub-indicators the nation’s performance on each pillar is assessed through the study. Importantly the range of indicators tested through the research clearly illustrates the fact the nation brand’s reputation is shaped by anything from perceptions of people and culture, to the quality of exports and the governance profile of the country. This means that the ‘making’ of the nation’s global reputation depends on perceptions created by actions taken in multiple sectors spanning government, business, civil-society, and generally speaking the people of the country.
The NBI Methodology
The 2015 NBISM survey has been conducted in 20 major developed and developing countries that play important and diverse roles in international relations, trade and the flow of business, cultural and tourism activities. Given the increasing global role played by developing countries, the survey strives to represent regional balance as well as balance between high-income and middle-income countries.
The core 20 panel countries are:
• Western Europe/North America: The U.S., Canada, the UK, Germany, France, Italy, Sweden
• Central and Eastern Europe: Russia, Poland, Turkey
• Asia-Pacific: Japan, China, India, South Korea, Australia
• Latin America: Argentina, Brazil, Mexico
• Middle East/Africa: Egypt, South Africa
In all, 20,342 interviews have been conducted with at least 1,000 interviews per country for the 2015 NBISM survey. Adults age 18 or over who are online are interviewed in each country. Using the most up-to-date online population parameters, the achieved sample in each country has been weighted to reflect key demographic characteristics such as age, gender, and education of the 2015 online population in that country. Additionally, in the U.S, the UK, South Africa, India, and Brazil, race/ethnicity has been used for sample balancing. The report reflects the views and opinions of online populations in these 20 countries – citizens who are connected to the world. Fieldwork was conducted from July 9th to July 27th, 2015.
NBISM measures the image of 50 nations. In each panel country the list of 50 nations is randomly assigned to respondents, each of whom (except Egypt) rates 25 nations, resulting in each nation getting approximately 500 ratings per panel country. In Egypt, where respondents are not as familiar and experienced with online surveys, survey length is reduced, resulting in each nation getting approximately 200 ratings.
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.
For more information or to set up interviews, please contact:
Tel: +27 11 712 5061
Mobile: +27 (0) 76 371 6810