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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.”
One of the highlights of both the 2018 and 2019 brand summits, he says, was the fact that they attracted delegates from a variety of sectors all over SA, the rest of Africa, North America, Western and Eastern Europe, as well as Asia. They included influencers from corporate SA, civil society, the media and politics; not to mention the attendance of highly respected influencers such as chief justice Mogoeng Mogoeng, who delivered the 2018 keynote address, former public protector, Thuli Madonsela, and South African Auditor-General Kimi Makwetu, who delivered the 2019 keynote address. Respected Kenyan Pan-Africanist, Professor Patrick Lumumba, will deliver the 2020 keynote address in Cape Town.
“A key take-out was the importance of the private sector and the role it plays in informing and shaping perceptions about SA. If the private sector does not buy into the policies and economy, investment simply does not take place and foreign business perception remains full of doubt about the country’s prospects,” says Moeng, adding that input from stakeholders across the board in any given country and from abroad - is essential to prevent an insular view. Global benchmarking is key to obtaining an objective view of a country brand.
Brand Summit Africa
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.”
One of the highlights of both the 2018 and 2019 brand summits, he says, was the fact that they attracted delegates from a variety of sectors all over SA, the rest of Africa, North America, Western and Eastern Europe, as well as Asia. They included influencers from corporate SA, civil society, the media and politics; not to mention the attendance of highly respected influencers such as chief justice Mogoeng Mogoeng, who delivered the 2018 keynote address, former public protector, Thuli Madonsela, and South African Auditor-General Kimi Makwetu, who delivered the 2019 keynote address. Respected Kenyan Pan-Africanist, Professor Patrick Lumumba, will deliver the 2020 keynote address in Cape Town.
“A key take-out was the importance of the private sector and the role it plays in informing and shaping perceptions about SA. If the private sector does not buy into the policies and economy, investment simply does not take place and foreign business perception remains full of doubt about the country’s prospects,” says Moeng, adding that input from stakeholders across the board in any given country and from abroad - is essential to prevent an insular view. Global benchmarking is key to obtaining an objective view of a country brand.