South Africa mourns committed brand ambassador
South Africa's marketing agency Brand South Africa has learnt with sadness of the passing of former chairperson Anitha Soni on Sunday.
“South Africa has lost a passionate and committed brand ambassador. Soni was a patriot in the true sense of the word, she used her innate skills and ability to serve our country,” Brand South Africa’s chairperson Chichi Maponya said, reflecting on Soni's tenure from 2009 to 2012.
As chair of the board, Soni led the rebranding of the then International Marketing Council (IMC) to Brand South Africa. It was also during her tenure that Brand South Africa began to focus on the domestic market as well as the international. "This was based on the understanding that a successful nation brand is built by citizens of the country, from the inside out," reflected Maponya.
Soni’s commitment to developing the South African brand also found expression in her commitment to social development projects, she added. "In this regard she supported the education and development of women throughout the country as well as within the continent.”
Soni also believed passionately in the ability of tourism to contribute to a strong nation brand while also providing employment to thousands of people. She therefore contributed immensely to the drafting of South African National Tourism Policy.
“Today we express our appreciation to Soni for her active role in branding South Africa a country that inspires new ways. The board, management and staff express our deepest condolences to the family, loved ones and colleagues of Soni. We share in your mourning and pray that in time, the pain and sadness that you are now experiencing, will pass,” concluded Maponya.
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