http://www.engineeringnews.co.za
  SEARCH
Login
R/€ = 13.88Change: -0.04
R/$ = 12.56Change: 0.06
Au 1097.15 $/ozChange: 0.09
Pt 986.00 $/ozChange: 2.00
 
 
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 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
Creamer Media Senior Deputy Editor Online
© Reuse this Comment Guidelines (150 word limit)
 
 
 
 
 
 
 
 
Other Trade News
Western Cape Economic Opportunities Minister Alan Winde
The Western Cape provincial government is seeking to increase the value of Halal exports by $31-billion by 2020, through a proposed Halal agroprocessing food park that will allow the province to double its share of the “fast-growing” market. The R1-billion park, if...
The World Trade Organisation (WTO) this week reiterated its call for vigilance as the increasing stockpile of trade-restrictive measures introduced by its members remained a cause for concern, with the slow removal rate resulting in trade-restrictive measures being...
Article contains comments
ArcelorMittal South Africa CEO Paul O’Flaherty
South Africa’s largest steel producer ArcelorMittal South Africa (AMSA) gave notice on Thursday that it was weighing the partial or full closure of its Vereeniging Works, in southern Gauteng, and would make a decision of the plant’s future by the end of August. At...
More
 
 
Latest News
Transnet National Ports Authority CIO Mmutle Lentle
Updated 2 hours 21 minutes ago State-owned enterprise Transnet National Ports Authority’s (TNPA’s) new Web-based integrated port management system (IPMS) went live on July 26 at the Port of Durban, with crude oil tanker Colorado being the first vessel to be brought into the port using the new...
Updated 2 hours 41 minutes ago South Africa’s automotive industry is not in crisis – but there is a very real danger that inertia could see it regress into lightweight assembly rather than claim its place as a globally competitive vehicle manufacturer. Speaking at the National Localisation Indaba,...
Updated 2 hours 56 minutes ago Ahead of the start of construction of the Gibela Rail Transport Consortium’s R1-billion modern manufacturing facility and ancillary supplier business park, in Dunnottar, on the East Rand, the company gathered in excess of 450 aspiring contractors at a sector-specific...
More
 
 
Recent Research Reports
Real Economy Year Book 2015 (PDF Report)
There are very few beacons of hope on South Africa’s economic horizon. Economic growth is weak, unemployment is rising, electricity supply is insufficient to meet demand and/or spur growth, with poor prospects for many of the commodities mined and exported. However,...
Real Economy Insight: Automotive 2015 (PDF Report)
Creamer Media’s Real Economy Year Book comprises separate reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, gold, iron-ore and platinum sectors.
Real Economy Insight: Water 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
Real Economy Insight: Construction 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
Real Economy Insight: Electricity 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
Real Economy Insight: Road and Rail 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
 
 
 
 
 
This Week's Magazine
Meyerton-based steel tank manufacturer Structa Technology is currently rolling out a water infrastructure build programme that supports local municipalities, water utilities, schools, hospitals and clinics. As a member of the Structa Group, Structa Technology proudly...
Alternative funding models could be expected to begin coming to the fore in South Africa’s renewable-energy sector as the market becomes more competitive and domestic development finance institutions (DFIs) begin scaling back their direct involvement in projects....
DIMITRI MARKOULIDES An innovation champion must involve employees in innovation projects and keep them updated to enable them to support and drive innovation and create the future of the business
An innovation champion course that trains executives to manage innovation in their organisations aims to help companies grow revenue streams and tap new markets, says business change management consultancy BMGI South Africa innovation practice lead Dimitri...
Future digital workplaces will require employees to continuously learn new “literacies”, including new media, information and technical skills, to help their company thrive and spur personal growth. Information technology (IT) research firm Gartner, thus, suggests...
Only 25% of large construction projects surveyed in KPMG’s Global Construction Project Owner’s Survey, released in June, were concluded on time and within budget over the last three years. “Every project owner wants predictability when it comes to large projects, and...
 
 
 
 
 
 
 
 
 
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