Brand-South Africa - Annual report 2015 - 2016

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and south africa Annual Report 2015/2016 position improved by one position to 52 out of 148 economies; with improvements recorded in the country’s economic performance and infrastructure. South Africa’s sound financial sector and its well-established corporate governance track record remain key competitive offerings to the world; however, the country dropped in position on business efficiency and government efficiency, which is a cause for some concern as we position the country as an investment destination. One of South Africa’s significant strengths is its infrastructure, which also records significant improvements in the World Economic Forum’s Global Competitiveness Index, as well as the 2015 Ibrahim Index of African Governance Report. This bodes well for our economic growth and development since good infrastructure is attractive to investors and ensures the ease of doing business. South Africa remains a strong performer in the Ibrahim Index of African Governance Report, maintaining its fourth position ranking out of the 54 African countries this year and improved in eight of the sub-indicators. Organisational performance Brand South Africa successfully delivered against the key areas of our business plan despite some challenges. Our efforts to reorganise and improve our ability to deliver on our mandate are making steady progress with the approval of our new organisational structure, which increases our staff complement to 51 employees. We ended the year at a vacancy rate of 4%, a situation that will allow us to expedite our mandate and reduce the heavy workload on existing staff. Training during the past year focused on skills development across all functions to improve staff competencies, together with the awarding of eight new bursaries to our employees for further study programmes. In addition, the successful migration of all the performance contracts onto the electronic platform, Smart HR, has resulted in a paperless function, and will reduce administrative processes over time. Employees continued to participate in informal teambuilding events, through our Employee Values Programme as well as our Employee Benefits Loyalty Awards Programme, to foster greater collaboration across functions. These programmes are designed to ensure that Brand South Africa remains on track as a sustainable organisation, with a team that is dedicated and committed. The future Going forward, Brand South Africa will continue to position South Africa as a globaly competitive destination of choice, which is critical to contributing to the country’s developmental agenda that requires economic growth and development, social cohesion and job creation. As an organisation, we will strive to strengthen and deepen our stakeholder and partner alignment and integration through the implementation of various brand and reputation management strategies. The success of our efforts lies in our ability to work with a variety of stakeholders both locally and internationally to improve the awareness and brand image of the country in key markets. Internationally, our focus will remain on strategic partnerships and collaborations with key stakeholders to improve perceptions and build a strong brand image. Work will be intensified in extending the reach and involvement of GSAs through our GSA programme to develop a critical mass that promotes our country message. In South Africa, our efforts will focus on strengthening our PYP programme, through our various programmes as well as PYP ambassadors, to encourage active citizenship and to continue making a difference in the country. By working with a variety of stakeholders we will continue to tell the story of our Nation Brand and instil pride and patriotism among South Africans. The new Brand South Africa corporate identity toolkit and the Nation Brand Alignment Training are the strategic training tools that will progress our efforts on brand alignment and country messaging with stakeholders. Thanks and appreciation During the past year, we successfully delivered on our mandate of positioning South Africa as a globally competitive destination. This was achieved through the support of a number of stakeholders with whom we partnered, to ensure greater co-ordination and unlock synergies; our dedicated and committed Brand South Africa team, as well as the many South Africans, both locally and abroad, who continue to fly the South African flag as a proud nation. A special word of thanks to outgoing Chairperson, Ms Chichi Maponya, for her guidance and valuable input during her term. I am confident of the strong foundations that have been laid to deliver on the mandate of our organisation, by our competent staff as well as my predecessor, Mr Miller Matola, and acting CEO, Ms Alice Puoane, and know that the building blocks are in place to build a strong and cohesive Nation Brand. Let us always strive to strengthen the ties that bind us within our country, our continent and the global context. Ambassador Kingsley Makhubela, PhD Chief Executive Officer Brand South Africa 14
National Brand Performance 1
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Introduction Brand South Africa is
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Marketing Committee MARCO is respon
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Annual Financial Statements 5
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Programme 1: Administration Strateg
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Programme 2: Brand marketing & repu
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Strategy: Provide insights, informa
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No. Key Result Area Outcomes/Measur
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Sources and definitions Anholt-GfK
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K-13197 [www.kashan.co.za]
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Brand-South Africa - Annual report 2015 - 2016

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