BRAND SOUTH BRAND SOUTH

AFRICAAFRICA25 February 201425 February 2014

PRESENTATION TO THE PORTFOLIO PRESENTATION TO THE PORTFOLIO

COMMITTEECOMMITTEE

Size of the Board

Marketing the country as an investment destination

A balance between Domestic and International promotion of South Africa

This presentation seeks to address the above and clarify

the role of Brand SA

PREVIOUS CONCERNS BY THE PORTFOLIO COMMITTEE

TABLE OF CONTENTS

1. Who we are

2. Why do we exist

3. What do we do

4. Our Approach

5. Corporate Governance

6. Budget

WHO WE ARE

Established in August 2002.

Responsible for building South Africa’s Nation Brand reputation in order to improve the

country’s global competiveness.

Creating a positive and compelling brand image for South Africa domestically and in

the international investment community.

The Organisation

WHY DO WE EXIST

Brand South Africa Simon Anholt’s definition of nation branding as defined in Anholt-Gfk

Roper:

A Nation Brand is the sum of people’s perceptions of a country across six core areas Investment and immigration (investment potential and attractiveness to outsiders)

Exports (level of satisfaction with the country’s products and services)

People (skills and openness)

Culture and Heritage (commercial and cultural products and sporting prowess)

Governance (competency, fair governance, human rights and international contribution)

Tourism (potential, attractiveness and economic contribution)

Nation Branding The practice of highlighting, encouraging, reinforcing, communicating and aligning a nation’s

attributes in order to present the nation in a way that helps it reach defined strategic goals

A critical substantiation must be made between ‘brand’ and ‘branding’. The ‘brand’ is

everything the Nation represents. Whilst ‘branding’ is the marketing thereof e.g.

advertising, reputation management, logo design, slogan etc.

What is a Nation Brand?

Competition for voice in a crowded market place for:

Inward investment

Trade

Exports

Tourism

Donor Aid/Funding

Telling your own story

Positioning

Debunking the Brand Africa Myth/Continent Brand Effect

Changing Perceptions and Image

Nation Brand Equity [Fundamentals + Image]

Why is a Positive Nation Brand Important?

The Anholt – GFK Roper Nation Brand Hexagon

Level of satisfaction with country’s

products and services

Skills and openness

Investment Potential and attractiveness to

outsiders

Commercial and cultural products and sporting

prowess

Competency fair governance,

human rights, international

contribution

Potential attractiveness and

economical contribution

Investment &Immigration

ExportsTourism

Governance

Culture &Heritage

People

THE FUNDAMENTAL ‘WHY’ OF BRAND SA

VisionTo be the authority on national identity and reputation building for the benefit of South Africa and the continent.

Mission

Purpose Ensure a sustainable future for our children

Strategic

Positioning

Inspire and unify civil society, business, government and the media to build the reputation of South Africa, and contribute to its global competitiveness.

To contribute to the NDP OBJECTIVES on…

OUR MANDATE

by undertaking coordinated INITIATIVES to…

Build South Africa’s Nation Brand reputation to contribute to South Africa’s global

competitiveness

and achieving the following OUTCOMES…

1. Brand and Message Alignment

by key stakeholders.

2. Pride and Patriotism and Active Citizenship amongst South Africans.

3. Positive disposition of SA as a competitive destination amongst target international and domestic audiences.

1. Brand strategy development and management… through the following

STRATEGIES 4. Insight and research

management

4. Sustainable Organisation

2. Reputation management4. Strengthening &

deepening Stakeholder & partner relationships

5. Organisational Development

6. Prudent financial management and control

1. Economic Growth & Employment

2. Position South Africa in the Region and the World

3. Nation Building and Social Cohesion

Increased Social CohesionImproved International &

Domestic ReputationIncreased International

Competitiveness

and contribute to the following broader IMPACT…

WHAT DO WE DO

BRAND SA’s PRIMARY RESPONSIBILITIES

Brand South Africa Stakeholders and Target Audiences defined

International Community

(Influencers)

International Community

(Influencers)

General

public

General

public

Governmen

t

Governmen

t

Civil

society

Civil

society

Trade missionsTrade

missions

MediaMedia

DiasporaDiaspora

BusinessBusiness

Foreign missionsForeign missions

Int’l agencies

Int’l agencies

South AfricansSouth Africans

Living

abroad

Living

abroad

Working

abroad

Working

abroad

Global

South

Africans

Global

South

Africans

In South

Africa

In South

Africa

Representi

ng abroad

Representi

ng abroad

YouthYouth

South African InfluencersSouth African Influencers

Trade

unions

Trade

unions

Civil

society

Civil

society

Professiona

l bodies

Professiona

l bodies

Faith-based orgs.

Faith-based orgs.

Big

business

Big

business

Small

business

Small

business

NGOsNGOs

AcademiaAcademia

Media (local & int’l)Media (local & int’l)

GeneralGeneral

NewsNews

Int’lInt’l

TradeTrade

AfricanAfrican

BusinessBusiness

SA GovernmentSA Government

SOEs /

Entities

SOEs /

Entities

LocalLocal

ProvincialProvincial

NationalNational

AfricaAfrica

ComesaComesa

SADCSADC

AUAU

NepadNepad

EcowasEcowas

Whose perceptions need to be influenced?

OUR APPROACH

Integrated Approach to Achieving Competitive Identity

South Africa’s

Competitive IdentityTourism Promotion

(Destination

Branding)

Trade/Investment/

Export Promotion

Culture & Heritage

(inc Sports)

People

Nation Brand Image Management

(Country Branding)(

Governance/Policy/

Public Diplomacy &

Communications

How we work: Partnership – Collaboration - Support

Business

Government

Organised

Groupings

Civil

Society

Office of the

Presidency

Brand SA/GCIS

CORPORATE GOVERNANCE

GOVERNANCE

Brand South Africa is a schedule 3A public entity, registered as a Trust.

As a Trust, the organisation is subject to the Trust Property Control Act 57 of 1988 as

well as the Protocol on Governance in the Public Sector.

The Accounting Authority or Board, in line with Section 49 of the PFMA, is the Board of

Trustees appointed by the President of South Africa and meets four times a year.

The Board comprises 27 Trustees which includes the CEO.

Gender diversity – 22% Female

The CEO is supported by an Executive Committee (EXCO) comprising executive

management, which is responsible for the operational management of the

organisation.

Frequency of Board meetings – Every quarter.

Board Committees Audit and Risk Committee

Marketing Committee

Human Resource and Remuneration Committee

BUDGET

BUDGET

PROGRAMMES 2014/2015 2015/2016 2016/2017 2017/18 2018/2019

Administration 63,817 68,284 72,076 73, 796 78, 223

Brand Strategy Development and Management

44, 827 46, 243 48, 969 52, 546 55, 699

Reputation Management

59,042 61,173 63,455 63, 335 67, 135

 167,686 175,700 184,500 189, 677 201, 057

Market 2014/2015 2015/2016 2016/2017 2017/2018 2018/2019

International 60% 60% 60% 60% 60%

Domestic 40% 40% 40% 40% 40%

Thank you