On 22 June 2022, Brand South Africa launched the findings of the Global Reputation Study in collaboration with Bloom Consulting – an international organisation that specialises in Nation Branding and Place Branding.
The Global Reputation Study focused on measuring four pillars of the Nation Brand, namely: Tourism, Talent, Prominence, Trade and Investment. The aim was to examine and reveal South Africa’s Nation Brand performance in the following classifications:
- In comparison to that of other countries in key international markets including the United Kingdom, United States, Germany, France, China, Japan, India, Switzerland, United Arab Emirates (UAE), and Saudi Arabia.
- In comparison to that of our country’s emerging market competitors including Nigeria or Egypt, Vietnam or Thailand, UAE or Turkey, Chile or Brazil.
Brand South Africa considers this an especially important exercise because having insights into the Nation Brand reputation internationally, contributes to the country’s strategic positioning direction and competitiveness in a meaningful way.
“In a competitive and unpredictable global environment, it is necessary to understand how stakeholders perceive a country and how that impacts its investment, trade profile and policy environments, reputation standing and favourability” said Shamiso Hlatshwayo, Acting GM: Research at Brand South Africa.
José Torres, CEO and founding partner of Bloom Consulting delivered the results to an audience of several stakeholders in government, business, civil society and academia. Findings from the research conducted show that South Africa is a competitive and attractive destination to do business, invest, and visit.
In compiling the study, Bloom surveyed and rated the perceptions of 10 000 participants comprising investors and travellers from 13 countries.
Trade and Tourism proved to be South Africa’s strongest attributes with up to 70% of the 10,…