1. BRAND SOUTH AFRICA 25 February 2014 PRESENTATION TO THE PORTFOLIO COMMITTEE

2.  Size of the Board  Marketing the country as an investment destination  A balance between Domestic and International promotion of South Africa  This presentation seeks to address the above and clarify the role of Brand SA PREVIOUS CONCERNS BY THE PORTFOLIO COMMITTEE

3. TABLE OF CONTENTS 1.Who we are 2.Why do we exist 3.What do we do 4.Our Approach 5.Corporate Governance 6.Budget

4. WHO WE ARE

5.  Established in August 2002.  Responsible for building South Africa’s Nation Brand reputation in order to improve the country’s global competiveness.  Creating a positive and compelling brand image for South Africa domestically and in the international investment community. The Organisation

6. WHY DO WE EXIST

7.  Brand South Africa Simon Anholt’s definition of nation branding as defined in Anholt-Gfk Roper:  A Nation Brand is the sum of people’s perceptions of a country across six core areas  Investment and immigration (investment potential and attractiveness to outsiders)  Exports (level of satisfaction with the country’s products and services)  People (skills and openness)  Culture and Heritage (commercial and cultural products and sporting prowess)  Governance (competency, fair governance, human rights and international contribution)  Tourism (potential, attractiveness and economic contribution)  Nation Branding  The practice of highlighting, encouraging, reinforcing, communicating and aligning a nation’s attributes in order to present the nation in a way that helps it reach defined strategic goals  A critical substantiation must be made between ‘brand’ and ‘branding’. The ‘brand’ is everything the Nation represents. Whilst ‘branding’ is the marketing thereof e.g. advertising, reputation management, logo design, slogan etc. What is a Nation Brand?

8.  Competition for voice in a crowded market place for:  Inward investment  Trade  Exports  Tourism  Donor Aid/Funding  Telling your own story  Positioning  Debunking the Brand Africa Myth/Continent Brand Effect  Changing Perceptions and Image  Nation Brand Equity [Fundamentals + Image] Why is a Positive Nation Brand Important?

9. The Anholt – GFK Roper Nation Brand Hexagon Level of satisfaction with country’s products and services Skills and openness Investment Potential and attractiveness to outsiders Commercial and cultural products and sporting prowess Competency fair governance, human rights, international contribution Potential attractiveness and economical contribution Investment & Immigration ExportsTourism Governance Culture & Heritage People

10. THE FUNDAMENTAL ‘WHY’ OF BRAND SA Vision To be the authority on national identity and reputation building for the benefit of South Africa and the continent. Mission To build confidence in the future of the nation by telling our inspiring South African story Purpose Ensure a sustainable future for our children Strategic Positioning Inspire and unify civil society, business, government and the media to build the reputation of South Africa, and contribute to its global competitiveness.

11. To contribute to the NDP OBJECTIVES on… OUR MANDATE by undertaking coordinated INITIATIVES to… Build South Africa’s Nation Brand reputation to contribute to South Africa’s global competitiveness and achieving the following OUTCOMES… 1.Brand and Message Alignment by key stakeholders. 2. Pride and Patriotism and Active Citizenship amongst South Africans. 3. Positive disposition of SA as a competitive destination amongst target international and domestic audiences. 1. Brand strategy development and management … through the following STRATEGIES 4. Insight and research management 4. Sustainable Organisation 2. Reputation management 4. Strengthening & deepening Stakeholder & partner relationships 5. Organisational Development 6. Prudent financial management and control 1. Economic Growth & Employment 2. Position South Africa in the Region and the World 3. Nation Building and Social Cohesion Inspire and instil active citizenship amongst South Africans Increased Social Cohesion Improved International & Domestic Reputation Increased International Competitiveness and contribute to the following broader IMPACT…

12. WHAT DO WE DO

13. BRAND SA’s PRIMARY RESPONSIBILITIES Responsibility 1 To develop and articulate the value proposition and positioning that will drive the long-term reputation of Brand South Africa Responsibility 2 To seek to build awareness and the image of the brand in other countries Responsibility 3 To build pride and patriotism amongst South Africans with the aim of uniting the nation by encouraging all South Africans to “live” the nation brand, and in so doing define “South Africanness” Responsibility 4 To increase South Africa’s global competitiveness by developing symbiotic partnerships with all stakeholders who deliver on and leverage the nation brand and aligning them to enhance South Africa’s reputation Responsibility 5 To develop and implement proactive and coordinated marketing, communication and reputation management strategies for South Africa

14. Brand South Africa Stakeholders and Target Audiences defined International Community (Influencers) General public Government Civil society Trade missions Media Diaspora Business Foreign missions Int’l agencies South Africans Living abroad Working abroad Global South Africans In South Africa Representing abroad Youth South African Influencers Trade unions Civil society Professional bodies Faith-based orgs. Big business Small business NGOs Academia Media (local & int’l) General News Int’l Trade African Business SA Government SOEs / Entities Local Provincial National Africa Comesa SADC AU Nepad Ecowas Whose perceptions need to be influenced?

15. OUR APPROACH

16. Integrated Approach to Achieving Competitive Identity South Africa’s Competitive Identity Tourism Promotion (Destination Branding) Trade/Investment/ Export Promotion Culture & Heritage (inc Sports) People Nation Brand Image Management (Country Branding) ( Governance/Policy/ Public Diplomacy & Communications

17. How we work: Partnership – Collaboration - Support Business Government Organised Groupings Civil Society Office of the Presidency Brand SA/GCIS

18. CORPORATE GOVERNANCE

19. GOVERNANCE  Brand South Africa is a schedule 3A public entity, registered as a Trust.  As a Trust, the organisation is subject to the Trust Property Control Act 57 of 1988 as well as the Protocol on Governance in the Public Sector.  The Accounting Authority or Board, in line with Section 49 of the PFMA, is the Board of Trustees appointed by the President of South Africa and meets four times a year.  The Board comprises 27 Trustees which includes the CEO.  Gender diversity – 22% Female  The CEO is supported by an Executive Committee (EXCO) comprising executive management, which is responsible for the operational management of the organisation.  Frequency of Board meetings – Every quarter.  Board Committees  Audit and Risk Committee  Marketing Committee  Human Resource and Remuneration Committee

20. BUDGET

21. PROGRAMMES2014/20152015/20162016/20172017/182018/2019 Administration63,81768,28472,07673, 79678, 223 Brand Strategy Development and Management 44, 82746, 24348, 96952, 54655, 699 Reputation Management59,04261,17363,45563, 33567, 135 167,686175,700184,500189, 677201, 057 Market2014/20152015/20162016/20172017/20182018/2019 International60% Domestic40%

22. Thank you