Aug 06, 2014
SA urged to adopt ‘nation brand’ approachBack
Dubai|SECURITY|Africa|Components|Interbrand Sampson De Villiers|Security|Africa|South Africa|Security|Security|Guido Van Garderen|Security|Dubai
© Reuse this
“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 Economy News
Updated 2 hours 37 minutes ago Goldman Sachs Group has sold its controversial metals warehousing business to Swiss private equity group Reuben Brothers, the Wall Street bank said on Monday. The deal for Metro International Trade Services comes months after Goldman formally put the business on the...
Updated 2 hours 45 minutes ago Greenhouse gas emissions by the world's top 500 companies rose 3.1% from 2010 to 2013, far off the cuts urged by the United Nations to limit global warming, a study showed on Monday. The top 500 firms by capitalisation accounted for 13.8% of world greenhouse gas...
Updated 7 hours ago The cost of copper theft decreased to R13-million in November from R13.2-million in October, according to the SA Chamber of Commerce and Industry's (Sacci) Copper Theft Barometer. "The November figure is 1.51% lower than a month ago and 36.8% higher than a year...
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...
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.
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...