Brand-South Africa - Annual report 2015 - 2016

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and south africa Annual Report 2015/2016 Managing the Nation Brand Brand South Africa’s co-ordinated communications and marketing initiatives to build South Africa’s reputation and contribute to the country’s global competitiveness support the objectives of the National Development Plan (NDP). It seeks to inspire and instil pride and patriotism among South Africans and to drive active citizenry. The year under review was characterised by various local developments that required significant attention to reputation enhancing developments to position the country positively at home and abroad. As such, a range of strategies was deployed to ensure that Brand South Africa continued to build a strong domestic presence while retaining its focus on the African continent and beyond. Brand South Africa used the commemoration of days of significance, both nationally and internationally, such as Africa Day, Youth Month, Heritage Month, and 16 Days of Activism for No Violence against Women and Children for local programmes such as PYP, as well as for the GSA Programme in various countries abroad. Topical issues and challenges negatively impacting South Africa were addressed by intensified communication programmes, including partnerships with media houses, tactical stakeholder engagement and research publications. Brand South Africa responded to issues of intolerance that included racial incidents and which became part of national debate, through an online campaign promoting unity and embracing cultural differences. Drawing from international events, some held abroad and others locally, Brand South Africa implemented successful stakeholder and media programmes. Examples include the World Economic Forum (WEF) Conference on Africa in Cape Town, the WEF annual meeting in Davos, and the Mining Indaba. The hosting of a series of dialogues with Ghana, Nigeria and Kenya under the theme ‘Re-imagining the Future towards AU Agenda 2063: The ties that Bind Us’, ensured that Brand South Africa’s efforts continued to strengthen relations between South Africa and selected African markets. Stakeholder engagements with Angola and the DRC were held under the same theme. Brand alignment During the past financial year, the organisation worked closely with a number of provincial partners to promote a positive and cohesive image of South Africa. Corporate Identity Toolkit Through working with the various stakeholders in government (including provincial and local), notably the Office of the Presidency, the Department of Trade and Industry (the dti), the Government Communication and Information System (GCIS), South African Tourism, business and various other stakeholders, Brand South Africa strived to ensure alignment of the Nation Brand through the promotion of a single, unified story about the country. To achieve this, Brand South Africa used its Corporate Identity Toolkit as part of its training and other engagement sessions to ensure that all stakeholders maximise the impact of their communication when they independently market their offerings and brands globally. An online resource, the toolkit is continuously updated. Nation Brand Alignment Training The Nation Brand Alignment Training was introduced during the period under review. The Alignment Training provides an introduction to what the Nation Brand is, what it stands for, and gives contextual information regarding the strengths and unique features and attributes of the South African Nation Brand. The Alignment Training therefore informs, orients, and empowers stakeholders to become Nation Brand advocates. It is structured as either a two-hour intensive orientation for executives, or a full-day training programme aimed at marketers, communicators, corporates and other stakeholders. While the structure of the Alignment Training remains the same, the timing and mode of delivery of the programme 18
depends on the needs of stakeholders. The Alignment Training is therefore designed as a flexible tool, and can be adapted to different audiences and different levels of management and officials in government, business, and civil society. Awareness of the Brand South Africa toolkit is driven through Nation Brand Alignment Training sessions that provide a more formal framework to train and equip marketers and communicators from the public and private sectors with the necessary skills to profile the unique features of the South African Nation Brand. These sessions are part of Brand South Africa’s plans to implement its key programmes in all the provinces. Nation Brand Alignment Training was held in different provinces with different stakeholders, including the Department of Home Affairs and government communicators at the GCIS’s Internal Communicators Forum. The provinces covered during the fiscal included Limpopo, Mpumalanga, KwaZulu-Natal, Eastern Cape, Western Cape, North West, Free State, Northern Cape and Gauteng. The target audience for these nine sessions included government communicators, provincial tourism agencies, regional business chambers and civil society partners. An increase in the usage of the Brand South Africa online toolkit was noted, which is indicative of a successful stakeholder training programme. Brand South Africa works with and through its stakeholders and over the years, the relationship with the Marketing Association of South Africa (MASA) has proven to be a success. The MASA concluded a feasibility study on the Nation Brand Forum, and the results were presented to Brand South Africa during the latter half of the year. Preliminary reports indicated a positive response from institutions of higher learning to have Brand South Africa hosting guest lecturers on the Nation Brand. Provincial focus groups Running in parallel and complementing the Nation Brand Alignment Training sessions were the provincial focus groups run by the South African Competitiveness Forum (SACF), one 19
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and south africa Annual Report 2015
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Introduction Brand South Africa is
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To ensure that it adheres to good c
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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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Strategy: Develop and maintain a co
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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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