Speech by Minister of Communications on the occasion of the National Brand Forum
Brand SA Chairperson,
Trustees of Brand SA,
The CEO and Management of Brand SA,
Directors-General and Heads of various Government Departments and Provinces,
Stakeholders,
Members of the Media,
Ladies and gentlemen.
Good morning to you all.
Programme Director,
Allow me to start by congratulating the Board of Trustees and Management of Brand South Africa for hosting the Nation Brand Forum.
We are indeed honoured to be part of this initiative and we hope that this will not be the first and the last time for us to meet. We should, as we plan for the years ahead, continue to meet as often as possible to share ideas on how to continuously improve our country’s brand image.
We just came out of the peaceful Local Government elections on the 3rd of August 2016. The success of these elections is a clear indication that the South African democracy is growing and we should as a nation be proud of this achievement.
Over the years our country has enjoyed political, social and economic stability, which are key ingredients for building our country’s brand but more work needs to be done to deepen social cohesion and nation building
Building a national brand depends on nation building and how cohesive we are as a nation. Nation building finds practical expression in the Freedom Charter “South Africa belongs to all who live in it.”
We need to undo the legacy of colonial apartheid which created a state without a nation, without unity in communities we cannot have a nation. While acknowledging the past, we need to move forward in building a common overarching South African national identity.
The National Development Plan clearly articulates the type of society South Africa should be by 2030. This envisions a society where opportunity is not determined by race or birth right but where all citizens know their rights and responsibilities and link everything towards a united and prosperous South Africa.
This vision needs to be communicated to all citizens so that we take collective ownership and participate meaningfully in matters of national importance. A strong nation brand can only be achieved if there is a strong and socially cohesive nation.
Programme Director,
During the Department of Communications’ Budget Vote Speech in 2015/16, we announced that a National Branding Summit will be held. We announced this because we have observed that there is not enough coordination of the country’s efforts to build the country’s brand by all stakeholders. We should as we deliberate today agree on the fact that we need to do more to improve the work of Brand South Africa locally and in the African Continent.
The Nation Brand Forum brings together the three spheres of government, private sector and civil society under one roof with a view to agree on common approach on how to implement the Cabinet approved country positioning “Inspiring new ways “ in order to achieve a consistent and cohesive approach when marketing South Africa locally, in the African continent and internationally.
At this Forum we must identify our strengths and benefits to anchor a common approach that will be used to showcase and celebrate the assets of South Africa when promoting the country that is attractive to visit, to do business with and to study in. At the end of the Forum we must agree on the things we need to do to achieve a cohesive and coherent brand image and reputation and create a distinctive identity for the nation brand. Furthermore, we should in the long-term develop a knowledge base, assets and strategies that can be used to help enrich South Africa’s reputation over time.
This forum is in line with Brand SA objectives of developing and implementing proactive and co-ordinated marketing, communication and reputation management strategies for South Africa. This is achieved through building Nation Brand awareness and a positive image of the country, in a consistent way.
Furthermore, the National Development Plan speaks about positioning South Africa in the region and the world, about promoting social cohesion in South Africa which ultimately is what the forum seeks to address, the “How” of achieving an Inspiring South Africa. Brand South Africa understands that it is imperative that everyone plays a part towards making South Africa a better country.
In order to respond to the economic challenges we face as a country, we have agreed on the need to implement a nine-point plan to ignite the growth of the economy and job creation. This plan calls upon all players in the economy to work together to realise economic prosperity for South Africans. Government is committed to ensure the successful implementation of the plan by all!
We all know that Nation branding is a developing concept in which many scholars across the world continue their search for a unified theoretical framework. Many governments including ours, have resources dedicated to Nation Branding, with the aim to improve their country’s standing because the image and reputation of a nation can dramatically influence its success in attracting tourism receipts and investment capital; in exports; in attracting a talented and creative workforce and in its cultural and political influence in the world.
Nation Branding aims to measure, build and manage the reputation of countries. There are different approaches that can be applied such as an increasing importance on the symbolic value of products and this led countries to emphasise their distinctive characteristics. The branding and image of a nation/state and the successful transference of this image to its exports – is just as important as what they produce and sell.
Reputation management is by no means restricted to companies and other organisational entities. In fact, nations today are increasingly concerned with their reputation as this has a direct impact on the ability of the country to attract foreign investment and boost tourism.
Today, the world has become a one market economy. The anti-globalisation proponents often claim that globalisation diminishes and threatens local diversity, but there is evidence that in order to compete against the backdrop of cultural homogeneity, a nation must strive to accentuate and promote local distinctiveness as a competitive advantage.
The rapid advance of globalisation means that every country, every region and every city must compete with each other for its share of the world’s consumers, tourists, investors, students, entrepreneurs, international sporting and cultural events. This calls for a healthy competition amongst countries as they forge relations that are built on sound trust.
There is growing need to foster pride and patriotism through the implementation of the Strategic Communications systems to promote active citizenship and social cohesion among all South Africans.
Programme Director,
Economic growth and development is crucial to the strength of a National brand. If the economy grows, jobs are created, social levels improve. Foreign direct investments become a reality and the economy thrives. Therefore, economic growth has an impact on the positive branding of the Nation. As we gather here today, we have to make constructive inputs on the Branding of our country. Positive sentiments contribute to a positive national reputation.
As the Government moves forward with the implementation of the National Development Plan, it is without a doubt that this will position us in good stead to have a positive national brand narrative. Transformation of the South African society, economy, identity, education, and interactions with our immediate region and the world, are all in one way or another aimed at human development, and greater social cohesion – and this is outlined in the NDP.
In conclusion, we are a developing country. As such, an enhanced image will create more favourable conditions to attract both domestic and foreign direct investment, tourism, trade and foster greater political relations with other countries. South Africa has a good story to tell. So let’s come up with a branding that enhances our standing before the community of nations.
Let’s all Play our Part to improve our country brand image and take South Africa forward!
I thank you!
Enquires:
Mish Molakeng
Cell: 082 469 3997
