http://www.engineeringnews.co.za
  SEARCH
Login
R/€ = 14.20Change: 0.17
R/$ = 11.58Change: 0.07
Au 1198.59 $/ozChange: 4.13
Pt 1200.50 $/ozChange: 3.00
 
 
Note: Search is limited to the most recent 250 articles. Set date range to access earlier articles.
Where? With... When?








Start
 
End
 
 
And must exclude these words...
Close Main Search
Close Main Login
My Profile News Alerts Newsletters Logout Close Main Profile
 
Agriculture   Automotive   Chemicals   Competition Policy   Construction   Defence   Economy   Electricity   Energy   Environment   ICT   Metals   Mining   Science and Technology   Services   Trade   Transport & Logistics   Water  
What's On Press Office Tenders Suppliers Directory Research Jobs Announcements Contact Us
 
 
 
RSS Feed
Article   Comments   Other News   Research   Magazine  
 
 
Aug 06, 2014

SA urged to adopt ‘nation brand’ approach

Back
Dubai|SECURITY|Africa|Components|Interbrand Sampson De Villiers|Security|Africa|South Africa|Security|Security|Guido Van Garderen|Security|Dubai
SECURITY|Africa|Components|Security|Africa||Security|Security|Security|
dubai|security|africa-company|components|interbrand-sampson-de-villiers|security-company|africa|south-africa|security-facility|security-industry-term|guido-van-garderen|security-person|dubai-province-or-state
© Reuse this



To differentiate itself from other countries on the continent vying for the attention of Africa-focused foreign direct investment, South Africa would do well do adopt a “nation brand” approach that emphasises its uniquely positive attributes and distanced it from negative associations, such as crime and racism.

“South Africa must advance beyond the dominant images that it has been associated with and create a nation brand that defines what it is about and what it can deliver,” Interbrand Sampson De Villiers senior strategist Guido van Garderen told delegates at the Frontier Advisory Africa Risk and Investment Forum on Wednesday.

According to the dutch national, a “nation brand” was a “living asset” which, if properly managed, enhanced identification, created differentiation and grew value, promising the "delivery of an experience".

“From a business perspective, a successful ‘nation brand’ would provide security of future earnings,” he said.

Of the various components of the country’s economy, Van Garderen argued that South Africa should select one industry or offering it wanted to emphasise and base its national brand on advancing the business strategy of this sector.

“Most countries are associated with their tourism, exports, values, business climate and investment. South Africa should focus on one of these elements and communicate it, as the 55 countries in Africa present a lot of competition,” he asserted.

He further held that the country was currently “spreading itself too thin” and had not yet decided if it wanted to position itself as an enclave for the potential investor or as a tourism destination.

Citing a national example, Van Garderen said Dubai had done well to promote its “nation brand” in recent years, punting an image associated with wealth, opulence and opportunity.

He cautioned, however, that South Africa should ensure that it delivered on the promises offered by its brand offering.

“[The country] first needs to do, and then say – not the other way around,” he maintained.

According to Van Garderen, Africa as a whole was currently seen as a “B-brand” continent, owing to the overemphasis of the potential risks it presented.

Edited by: Chanel de Bruyn
© Reuse this Comment Guidelines (150 word limit)
 
 
 
 
 
 
 
 
Other Trade News
Trade Minister Rob Davies
Two United States senators have threatened to try to block South Africa from a lucrative US-Africa trade agreement if Pretoria doesn't lift import duties on cheaper cuts of chicken. South Africa has imposed "anti-dumping" tariffs since 2000 of above 100% on certain...
Trade and Industry Minister Dr Rob Davies
In a bid to curb illegal and harmful substandard products imported into the country, government on Friday destroyed products worth R13.2-million that were found to compromise the safety of consumers with defects that could not be corrected.
The South African Chamber of Commerce and Industry’s (Sacci’s) Trade Activity Index (TAI) remained in positive territory in November, measuring 59 compared with 57 in October, despite electricity supply disruptions in late November, the chamber revealed in its trade...
More
 
 
Latest News
China appears to have been routinely underestimating output from its sprawling steel sector, with official figures for last year alone 40-million tonnes below a key industry estimate - an amount equivalent to Germany's entire annual production. Beijing has vowed to...
Lumwana, Zambia
Canada’s Barrick Gold Corp will suspend operations at its Lumwana copper mine, in Zambia’s Northwestern province, after the country enacted legislation that raised the royalty rate on openpit mining operations from 6% to 20%. TSX- and NYSE-listed Barrick, the world’s...
The Labour Court in Johannesburg has set aside the 2011-2014 metal sector wage agreement, the National Employers' Association of SA (Neasa) said on Thursday. The 2011-2014 wage deal was the result of an agreement between the Steel and Engineering Industries...
More
 
 
Recent Research Reports
Liquid Fuels 2014 - A review of South Africa's Liquid Fuels sector (PDF Report)
Creamer Media’s Liquid Fuels 2014 Report examines these issues, focusing on the business environment, oil and gas exploration, the country’s feedstock supplies, the development of South Africa’s biofuels industry, fuel pricing, competition in the sector, the...
Water 2014: A review of South Africa's water sector (PDF Report)
Creamer Media’s Water 2014 report considers the aforementioned issues, not only in the South African context, but also in the African and global context, and examines the issues of water and sanitation, water quality and the demand for water, among others.
Defence 2014: A review of South Africa's defence industry (PDF Report)
Creamer Media’s Defence 2014 report examines South Africa’s defence industry, with particular focus on the key participants in the sector, the innovations that have come out of the sector, local and export demand, South Africa’s controversial multibillion-rand...
Road and Rail 2014: A review of South Africa's road and rail infrastructure (PDF report)
Creamer Media’s Road and Rail 2014 report examines South Africa’s road and rail transport system, with particular focus on the size and state of the country’s road and rail network, the funding and maintenance of these respective networks, and the push to move road...
Real Economy Year Book 2014 (PDF Report)
This edition drills down into the performance and outlook for a variety of sectors, including automotive, construction, electricity, transport, steel, water, coal, gold, iron-ore and platinum.
Real Economy Insight: Automotive 2014 (PDF Report)
This four-page brief covers key developments in the automotive industry over the past 12 months, including an overview of South Africa’s automotive market, trade figures, production and the policies influencing the sector.
 
 
 
 
 
This Week's Magazine
South Africa remains an important manufacturing and export platform for Ford Motor Company, says executive chairperson Bill Ford. However, he adds that other countries on the continent are “becoming interesting”, and that the US carmaker is casting its net wider for...
TO BE PHASED INTO SERVICE The first MeerKAT dish, with another 63 to come
Germany’s Max-Planck-Society (MPG) and the Max-Planck-Institute for Radio Astronomy (MPlfR) are investing €11-million (about R150-million) into South Africa’s MeerKAT radio telescope array programme. The money will be used to design, build and install S-band radio...
Infrastructure spend in sub-Saharan Africa will grow from $70-billion in 2013 to $180-billion by 2025, says PwC capital projects and infrastructure Africa leader Jonathan Cawood. This is one of the findings of PwC’s Capital Projects & Infrastructure report on East...
Private-owned defence and aerospace manufacturer Paramount Group and the Ichikowitz Family Foundation unveiled its Anti-Poaching Skills and K9 Training Academy in Magaliesburg last month.
MATT BARKER Wireless networks should enable users to engage and must provide relevant information to them based on their activity and location
The inclusion of Bluetooth to provide sub-three meter accuracy and heightened functionality for users is one of the ways to change existing wireless networks into engagement networks. An engagement network differs from common wireless networks in that it enables the...
 
 
 
 
 
 
 
 
 
Alert Close
Embed Code Close
content
Research Reports Close
Research Reports are a product of the
Research Channel Africa. Reports can be bought individually or you can gain full access to all reports as part of a Research Channel Africa subscription.
Find Out More Buy Report
 
 
Close
Engineering News
Completely Re-Engineered
Experience it now. Click here
*website to launch in a few weeks