Brand-South Africa - Annual report 2015 - 2016

and south africa Annual Report 2015/2016
Minister’s
Foreword
ms faith muthambi
Minister of Communications
It is my privilege to present the Annual Report for Brand South
Africa, detailing its programmes and activities, from 1 April
2015 to 31 March 2016.
On 20 May 2015 I announced to the National Assembly that
the establishment of the Department of Communications
was complete. The Department of Communications has
as its theme ‘New Department: New Possibilities’, and it’s
vision – ‘Vibrant and sustainable communication services for
an informed citizenry and a positive image of South Africa’ – as
guided by the National Development Plan. Its mission is to
‘create an enabling environment for the provision of inclusive
communication services to all South Africans in a manner that
promotes socioeconomic development and investment… and
brand the country locally and internationally’. This is particularly
relevant to Brand South Africa, which belongs to the group
of entities reporting to the Department of Communications,
as it aims to position South Africa as a globally competitive
destination.
In the past year, Brand South Africa has, in line with my
recommendations, focused on improving its domestic
presence; developing and implementing initiatives aimed
at strengthening South Africa’s presence on the continent;
enhancing its programme of engagement with the national,
provincial and local spheres of government to ensure
alignment and coherence of various initiatives; and positioned
South Africa positively in international markets. The Annual
Report outlines Brand South Africa’s achievements in terms of
these requirements for proactive and co-ordinated marketing,
communication and reputation management strategies for
our Nation Brand.
During the past financial year, aligned with its mandate to
build pride and patriotism in the Nation Brand, Brand South
Africa has worked on initiatives to encourage active citizenship
in partnership with its stakeholders in government, business,
civil society and identified influential forums to increase the
participation of all people, particularly our young people, in
building a strong, cohesive Nation Brand. These activities,
together with engagements at provincial level on Nation
Brand alignment, contribute to social cohesion and a positive
Nation Brand.
Beyond our borders, Brand South Africa hosted a number
of dialogues on the African continent, under the theme, ‘Reimagining
the Future towards AU Agenda 2063: The Ties that
Bind Us’, reinforcing the unity of all the continent’s citizens and
the importance to contribute to the African brand.
Through its international programmes, Brand South Africa
raised awareness of the successes of our country’s 21 years
of democracy and showcased its competitiveness to select
markets. Our global South African community was and still is
a vital partner in these endeavours.
Brand South Africa’s role to maintain and boost the positive
and unified image of South Africa was supported through
collaboration with many stakeholders. Various government
departments and other entities supported Brand South Africa in
its quest to position South Africa favourably. These stakeholders
included the Office of the Presidency, the Department of Trade
and Industry, the Department of Home Affairs, the Government
Communication and Information System, South African Tourism,
and Team South Africa in general.
Through its international programmes, Brand South Africa
raised awareness of the successes of our country’s 21 years
of democracy and showcased its competitiveness to select
markets.”
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