BRAND SOUTH AFRICA 25 February 2014 PRESENTATION TO THE PORTFOLIO COMMITTEE
PREVIOUS CONCERNS BY THE PORTFOLIO COMMITTEE • 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
TABLE OF CONTENTS • Who we are • Why do we exist • What do we do • Our Approach • Corporate Governance • Budget
The Organisation • 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.
What is a Nation Brand? • 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.
Why is a Positive Nation Brand Important? • 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]
The Anholt – GFK Roper Nation Brand Hexagon Investment Potential and attractiveness to outsiders Investment & Immigration Tourism Exports Potential attractiveness and economical contribution Level of satisfaction with country’s products and services Governance People Competency fair governance, human rights, international contribution Skills and openness Culture & Heritage Commercial and cultural products and sporting prowess
THE FUNDAMENTAL ‘WHY’ OF BRAND SA Vision To be the authority on national identity and reputation building for the benefit of South Africa and the continent. Mission To build confidence in the future of the nation by telling our inspiring South African story 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.
OUR MANDATE To contribute to the NDP OBJECTIVES on… 1. Economic Growth & Employment 2. PositionSouth Africa in the Region and the World 3. Nation Building and Social Cohesion by undertaking coordinated INITIATIVES to… Build South Africa’s Nation Brand reputation to contribute to South Africa’s global competitiveness Inspire and instil active citizenship amongst South Africans and achieving the following OUTCOMES… • 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. 4. Sustainable Organisation 1. Brand strategy development and management 4. Strengthening & deepening Stakeholder & partner relationships 2. Reputation management … through the followingSTRATEGIES 4. Insight and research management 6. Prudent financial management and control 5. Organisational Development and contribute to the following broader IMPACT… Increased International Competitiveness Improved International & Domestic Reputation Increased Social Cohesion
BRAND SA’s PRIMARY RESPONSIBILITIES To seek to build awareness and the image of the brand in other countries Responsibility 1 Responsibility 2 Responsibility 3 Responsibility 4 Responsibility 5 To develop and articulate the value proposition and positioning that will drive the long-term reputation of Brand South Africa To build pride and patriotism amongst South Africans with the aim of uniting the nation by encouraging all South Africans to “live” the nation brand, and in so doing define “South Africanness” To increase South Africa’s global competitiveness by developing symbiotic partnerships with all stakeholders who deliver on and leverage the nation brand and aligning them to enhance South Africa’s reputation To develop and implement proactive and coordinated marketing, communication and reputation management strategies for South Africa
Brand South Africa Stakeholders and Target Audiences defined Whose perceptions need to be influenced? Media (local & int’l) Academia Faith-based orgs. Business Int’l NGOs Professional bodies Youth Global South Africans African News Int’l agencies Small business Civil society Representing abroad Working abroad Foreign missions Trade missions Trade General Big business Trade unions In South Africa Living abroad Business Civil society South African Influencers South Africans Diaspora Government SA Government Africa Media General public National Local Nepad SADC International Community (Influencers) AU Comesa Provincial SOEs / Entities Ecowas
Integrated Approach to Achieving Competitive Identity Nation Brand Image Management (Country Branding) ( People Trade/Investment/ Export Promotion South Africa’s Competitive Identity Culture & Heritage (inc Sports) Tourism Promotion (Destination Branding) Governance/Policy/ Public Diplomacy & Communications
How we work: Partnership – Collaboration - Support Government Brand SA/GCIS Office of the Presidency Civil Society Business Organised Groupings
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