Brand-South Africa - Annual report 2015 - 2016

Research
Report,
Notes and
Updates
Brand South Africa relies on research and knowledge
management to deliver on its mandate. Its research analysis
publications illuminate issues that impact on the South African
psyche, national pride, and international reputation. These
essentially analytical pieces highlight trends in reports on
South Africa, which are produced by external agencies,
institutes and multilateral organisations. They highlight key
findings, and are shared with key stakeholders and the nation,
together with research from studies commissioned by Brand
South Africa.
Key elements of Research outputs
Domestic
Perceptions
Investor
Perceptions
SA IN(C)
WEF GCI
National Brand Performance
Research notes and reports provide feedback on a range
of issues to inform the debate regarding South Africa’s
reputation, role and exposure to international markets.
Published research notes and reports for the year under
review include:
• Findings from Brand South Africa’s Domestic Perceptions
Research
• A nation united against xenophobia
• Can competitiveness be Africanised?
• Evolving the Nation Brand identity through a collective
heritage
• Developing an SA IN(C) Strategy for the Nation Brand
• The Ufa declaration and its implications for the BRICS
brand
• Angola and the Need for Cultural Competence
• The African Union and Vision 2063 – Summary and
Overview
• The Nation Brand Index – perspectives on South Africa’s
global reputation
• Deepening the relationship between Brazil, Russia, India,
China and South Africa
• How South Africans identify themselves
• The global reputation and competitiveness of South
African cities.
Domestic Perceptions Research
The mandate of Brand South Africa requires understanding of
domestic trends, perceptions and factors, which impact on the
pride and commitment of South Africans to the nation and the
Nation Brand. Brand South Africa’s Domestic Perceptions Research
findings contribute to developing an understanding of how South
Africans perceive the Nation Brand, and tracks indicators such
as national pride, attitudes, values and beliefs. These research
insights also help it to understand and respond to a dynamic and
evolving national identity, through its PYP Programme, and other
engagements with stakeholders in South Africa.
Brand South Africa uses a national survey, among others, to
identify nuances at play in the social, economic and political
milieu, and remain informed of and responsive to mindsets,
perceptions and perspectives of South Africans on the nation
and the brand. This shapes the brand messages and activities.
The March 2016 Domestic Perceptions Research results from
two rounds of fieldwork rendered some interesting information
about the perceptions of South Africans regarding the brand
and their outlook for the future.
The final results are nationally representative according to
age, race, gender and region.
37