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.

PRINT

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