ANDILE KHUMALO: Selling South Africa as a brand is becoming difficult
We score too many own goals
This week I attended the Nation Brand Forum hosted by Brand South Africa, at which guests from the government and business tried to answer the question of how we can drive a positive message to the world. Not only is this a tough question to answer but it is also an enormous task to execute. This is because few would argue that the perception of the country's brand, particularly among South Africans, is uninspiring at best. Driving a coherent and positive message about South Africa as a brand is as important as growing and transforming our economy, and creating new jobs. All these are inextricably linked to what we, as South Africans, and the rest of the world think about the country. If investors and tourists harbour positive perceptions about our country, it will be much easier to sell the most southern tip of Africa as a destination for money and pleasure. A positive message would also help South African brands thrive on the international market. Experts in marketing and advertis...
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