http://www.engineeringnews.co.za
  SEARCH
Login
R/€ = 13.19Change: -0.04
R/$ = 12.10Change: 0.05
Au 1179.46 $/ozChange: 3.26
Pt 1125.00 $/ozChange: 2.50
 
 
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 Letters Contact Us
 
 
 
RSS Feed
Article   Comments   Other News   Research   Magazine  
 
 
Aug 06, 2014

SA urged to adopt ‘nation brand’ approach

Back
 
 
 
Dubai|Africa|Components|Interbrand Sampson De Villiers|SECURITY|Africa|South Africa|Guido Van Garderen|Dubai
|Africa|Components|SECURITY|Africa|||
dubai|africa-company|components|interbrand-sampson-de-villiers|security|africa|south-africa|guido-van-garderen|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 Macro and Micro News
To support issuing banks in Africa in expanding their trade finance operations, the African Development Bank (AfDB) has entered into a $40-million risk participation agreement (RPA) with Spanish banking group Banco Santander. The facility would tackle critical market...
Parliament's intelligence committee is dealing with a letter sent by former South African Revenue Service spokesperson Adrian Lackay, relating to the crisis facing the organisation. Lackay electronically sent a 29-page letter to the joint standing committee on...
Lloyd Blankfein (centre) flanked by Colin Coleman (left) and Martin Creamer
The commander-in-chief of the world’s biggest investment bank on Wednesday gave the thumbs up to scaled investment in South Africa, which he sees as having “enormous potential” and also “a lot of risk”. Speaking at the Gordon Institute of Business Science (Gibs) in...
More
 
 
Latest News
South African mining and energy adviser Ted Blom has raised a litany of concerns about the state of power utility Eskom and has warned of runaway costs and shortfalls in coal and water, as well as rail capacity. Blom was surprised by the recent buoyancy shown by...
JSE-listed Astrapak will sell specialised packaging systems manufacturer Knilam to Mapflex SA for R17.7-million. The proceeds would be used to reduce Astrapak’s current level of gearing.
The last of the 26 mooring units comprising the Port of Ngqura’s automated mooring system (AMS) have arrived at the port and are expected to improve port efficiency and safety, further driving the Transnet National Ports Authority’s (TNPA’s) objective of establishing...
More
 
 
Recent Research Reports
Steel 2015: A review of South Africa's steel sector (PDF Report)
Creamer Media’s Steel 2015 report provides an overview of the key developments in the global steel industry and particularly of South Africa’s steel sector over the past year, including details of production and consumption, as well as the country's primary carbon...
Projects in Progress 2015 - First Edition (PDF Report)
In fact, this edition of Creamer Media’s Projects in Progress 2015 supplement tracks developments taking place under the Renewable Energy Independent Power Producer Procurement Programme, which has had four bidding rounds. It appears to remain a shining light on the...
Electricity 2015: A review of South Africa's electricity sector (PDF Report)
Creamer Media’s Electricity 2015 report provides an overview of State-owned power utility Eskom and independent power producers, as well as electricity planning, transmission, distribution and the theft thereof, besides other issues.
Construction 2015: A review of South Africa’s construction sector (PDF Report)
Creamer Media’s Construction 2015 Report examines South Africa’s construction industry over the past 12 months. The report provides insight into the business environment; the key participants in the sector; local construction demand; geographic diversification;...
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.
 
 
 
 
 
This Week's Magazine
Sappi Southern Africa CEO Alex Thiel
Forest products group Sappi has confirmed the selection of its 25 MW biomass-to-power project, to be erected at its Ngodwana mill, in Mpumalanga, as a preferred bidder under the South African government’s Renewable Energy Independent Power Producer Procurement...
Information and communications technology (ICT) distributor DCC is making Windows- and Android-operating systems tablets available through retailers and education equipment suppliers to provide school children with affordable, high-performance education tools. The...
Another cement manufacturer is set to enter the Ugandan market, raising hopes that prices will come down and spur growth in the construction industry. National Cement, a Kenyan manufacturer, has unveiled plans to invest $195-million in a new manufacturing plant in...
With growth rates exceeding that in the developed world – at an average of between 4% and 5% between 2002 and 2014 – African countries provide investors with ample reason to tap into booming consumer demand says Manufacturing Circle executive director Coenraad...
The South African Chamber of Commerce and Industry’s (Sacci’s) Business Confidence Index (BCI) decreased by 3.7 index points month-on-month to 89.1 in March.
 
 
 
 
 
 
 
 
 
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
Subscribe Now for $96 Close
Subscribe Now for $96