2019 Financial Mail AdFocus Profile
Promoting the country as a global brand
Managing a destination brand - be it a city, a region, or a country - is a complex process, and not one that can be done in isolation. Moreover, when a destination has been as negatively affected by corruption and corporate scandal, as SA has, it is critical that its various influencers come together to take stock, acknowledge what has gone wrong and the circumstances under which it all happened, then work at redirecting the narrative that has become associated with it.
This is the primary objective behind the annual Brand Summit (South) Africa-Africa Brand Summit - to bring together Africa’s key voices, together with others from around the world - on how to understand what informs perceptions about (South) Africa’s brand image around the world. Summit Convener, Solly Moeng, describes it as a private sector-driven initiative that takes place annually to monitor and understand the evolving image of (South) Africa, what informs it, which (South) African brands have a positive impact on the country/continent, and which ones impact negatively on it.
The ultimate aim is to propose ways – following thorough research and analysis - to progressively eliminate the negative aspects of Africa’s brand at country, regional and continental levels, and to enhance aspects that will drive positive perceptions on a global scale. All of this is ultimately linked to the continent’s ability to generate goodwill - at home and abroad - and to attract foreign investment, as well as other foreign exchange earning opportunities in order to grow an increasingly inclusive and integrated economy.
“In terms of South Africa – the incubation country for the Brand Summit Africa – it has, to a worrying extent, strayed off course as a result of bad leadership. We are no longer living the values enshrined in the constitution and the Bill of Rights. In order to stay on track, a shared vision, values and ethical leadership are all critical requirements,” Moeng says. Ultimately, he says, perceptions are powerful shapers of reality.
“Perceptions about countries develop across multiple sectors, including business, education, politics, health, sport and other social arenas, including social justice. In the case of SA, views from the rest of the African continent and other parts of the world must also be taken into account.”