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Internationally, we intensified our
work in 2007/8. Our task was to build
awareness and increase the familiarity
of the brand. The more of us buy into
the brand, the easier it is for stake-
holders to deliver on their objectives.
We worked on creating synergies with
key stakeholders, especially the dti.
For the international work to really
deliver on our goals, we had to be clear
about how the target market rates
South Africa against other emerging
economies. We conducted research
that brought insights about where
South Africa needs to focus in building
a competitive brand.
Research was targeted at investors
from five countries, namely the United
States of America, France, Germany,
the Netherlands and the United
Kingdom. This survey benchmarked
investor perceptions of South Africa
against their perceptions of a selection
of other developing countries.
China, Czech Republic, Chile, Brazil,
India and Poland. These six represent
the competitive set referred to in the
following analysis.
Overall, South Africa’s brand health
was the strongest in the UK, China,
Brazil and India. The research proves
that we still have a lot of work to do on
global perceptions and awareness.
SOUTH AFRICA’S BRAND HEALTH
BrazilChileChinaCzechIndiaPolandSA
SA’s Rank
Best Score
USA UK GERMANY NETHERLANDS FRANCE INDIA BRAZIL CHINA
9.8
7.0
17.5
3.6
10.6
3.7
4.9
5th
China
4.1
3.5
12.7
7.6
9.5
9.7
9.0
4th
China
7.1
3.6
11.4
14.0
7.6
14.0
6.7
6th
Czech/
Poland
4.1
2.5
9.0
9.0
4.3
11.7
3.8
6th
Poland
7.7
3.7
10.5
9.6
7.0
11.7
6.9
6th
Poland
4.7
3.7
8.6
1.8
-
2.9
4.4
3rd
China
-
11.8
16.5
3.1
4.6
6.4
4.8
4th
China
6.7
5.4
-
2.3
13.0
5.6
7.3
2nd
India
INTERNATIONAL MOBILISATIONa. Research
Brand health is the strenght of the relationship, in this case, between investors and countries. It measures how committed
investors are to the countries they are currently doing business with, and how open non-investors are to switching to the
countries they are not currently investing in.
SOUTH AFRICA’S SCORECARD ON POSITIVE ATTRIBUTES
HIGH ASSOCIATION DIFFERENTIATING FACTOR WINNER
Growing economy
Sizeable market for your goods/servcies
Availability of suitably qualified labour
High productivity levels
Low input costs
Regional hub
Ease of doing business
Stable currency
Innovation
Good infrastructure
Good corporate governance
Well-run country
Abundance of raw materials
Reliable energy supply
Time zone compatibilty
Sophisticated financial systems
Favourable tax incentives for investment
Good distribution and logistics network
Law and legislation relevant to my business
#
#
#
#
#
#
#
Q
Q
Q
Q
#
#
#
China
China
India
China
China
China
Czech/Poland
China
China
China
Czech/China
Czech
China
China
Poland
China/SA
China
China
China
Q Differentiated by absence
# Differentiated by presence
SOUTH AFRICA’S SCORECARD ON NEGATIVE ATTRIBUTES
Q Differentiated by absence
# Differentiated by presence
HIGH ASSOCIATION DIFFERENTIATING FACTOR LOSER
Unstable political environmentHigh crime rateRigid labour environmentHigh inflationHigh levels of corruptionPoor human rights recordDifficult to protect intellectual property
##
##
South AfricaSouth AfricaChinaBrazilChinaChinaChina
South Africa’s overall image is one of good infrastructure, availability of raw materials and its sophisticated financial systems. It is also associated with a range of other points. But it fails to ring a positive bell in terms of growth, market size or productivity.
The outstanding negative associations with South Africa are perceived as political instability and high crime rate.
26
INDUSTRIES ASSOCIATED WITH SELECTED DEVELOPING ECONOMIES
Q Differentiated by absence
# Differentiated by presence
Highest association
China
Brazil
India
Chile
South Africa
Poland
Czech Republic
Agr
o-p
roce
ssin
g
Aut
omot
ive
B.P
.O.
Che
mic
als
Clo
thin
g &
tex
tiles
Cre
ativ
e in
dus
trie
s
Met
als
and
met
allu
rgy
ICT
and
tel
ecom
s
Tour
ism
Woo
d p
ulp
and
pap
er
#
#
Q
Q Q
Q
Q
Q#
The boxes check positively for South Africa in agricultural processing and metals - both long
associated with our country - as well as tourism, which is clearly a perception that belongs to
the “new” South Africa.
Bio
-fue
ls
In reviewing our international work, we also made a decision in principle to move from print media to television,
a medium with a larger footprint as we approach 2010. CNN was identified as the most targeted and value
for money medium to use.
Publication
The Economist
World Edition - weekly
The Economist
Europe Edition - weekly
Fortune
World Edition - 2 weekly
Financial Times
Worldwide - Daily
Time
Europe and M East
Wall Street Journal - USA
Daily - New York & Chicago
2004/05 2005/06 2006/07 2007/08
7 - -1
- -13 13
- 1 1 2
- 4 8 4
- - -8
9 - -1
Number of inserts
28
TELEVISION
OUT OF HOME
We continue to leverage our taxi campaign. Increased fleet from 60 to 100 this year.
Channel
(EMEA, ASIA, Pacific, South Asia
LATAM & USA Domestic
CNBC Europe 120 sec, 60 sec
Number of Spots
-
-
-
-
529
184
73
588
2004/05 2005/06 2006/07 2007/08
London Taxis
Heathrow Express
10
-
20
196 on board &
20 platform
panels 6
60
-
100
-
2004/05 2005/06 2006/07 2007/08
b. International campaigns: “Invest in South Africa” campaign
A bold, challenging, mind-opening and sophisticated
campaign whose objective was to alter perceptions and put
South Africa in the consideration set. We also ventured
into on-line media for the first time this year; our new
international advert was flighted on
the Economist.com, Skynews, CNN,
Fortune, Time and the Times of
India. Our Print campaign was
limited to the World Economic
Forum’s Time magazine cover
wrap.
TV campaign
Investigate it, Invest in it.
With compliments ofPrint
campaign
We completed the sub-brands for 3 regions, namely Gauteng, Eastern Cape and North West.
The Eastern Cape began visual translation of the work at the Soccerex event.
The work to align the Western Cape has started.
PROVINCIAL ALIGNMENT
30
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