About Brand South Africa
South Africa, the Rainbow Nation, is Africa’s most diversified economy and a top destination for global investment, hosting 180+ Fortune 500 firms.
Brand South Africa was established in August 2002 to help create a positive and compelling brand image for South Africa. At that time the world was unsure what to think of South Africa, with many different messages being sent by various sources. This did very little to build the country’s brand and it was evident that to attract tourism and investment there was a need to coordinate marketing initiatives to make them more effective.
This led to the creation of Brand South Africa, whose main objective is to market South Africa.
There are many benefits to having a consolidated brand image, with the most important being a consistent Brand South Africa message to create strategic advantages in terms of trade and tourism for the country in an increasingly competitive marketplace.
Who we are
Brand South Africa is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness.
Brand South Africa’s primary focus is to develop and implement proactive, coordinated marketing and communications reputation management strategies for South Africa. Our main objective is to market South Africa to both domestic and international audiences, positioning South Africa as a competitive investment destination, and inspiring and instilling active citizenship amongst South Africans.
Building South Africa’s Nation Brand
Brand South Africa exists to define, promote, and protect the nation’s identity, inspiring pride at home and admiration abroad. Through a unified approach involving government, business, civil society, and the media, we aim to enhance South Africa’s global reputation, drive economic growth, and foster social cohesion. Guided by our mission, purpose, and vision, we seek to create a Nation Brand that reflects our values, ambitions, and unique character—positioning South Africa as a country admired for its culture, innovation, and opportunities.
Mission
Developing and articulating a South African Nation Brand identity that will advance South Africa’s long-term positive reputation and global competitiveness.
Seeking the involvement and cooperation of various stakeholders in building awareness and the image of the Nation Brand domestically and internationally. Seeking to build individual alignment to the Nation Brand in South Africa, and pride and patriotism amongst South Africans.
Purpose
To develop and implement proactive-and coordinated marketing, communication and reputation management strategies for South Africa.
The ultimate aim is to make a contribution towards economic growth, job creation, poverty alleviation and social cohesion by encouraging local and foreign investment, tourism and trade through the promotion of Brand South Africa
Vision
A Nation Brand that inspires it’s people and is admired globally.
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.
- Ms Ipeleng Selele (Chairperson)
- Ms Zama Mkosi (Deputy Chairperson)
- Ms Emy Casaletti-Bwalya
- Ms Loretta Jacobus
- Ms Rachel Kalidass
- Adv Cawekazi Mahlati
- Prof Hlengani Mathebula
- Mr Jerry Mpufane
- Mr Lumko Mtimde
- Ms Dzawele Ratshikuni
- Mr Bohani Shibambu
- Mr Neville Matjie (Chief Executive Officer)
Brand South Africa reports to the minister in the presidency.
Public Finance Management Act No. 1 of 1999 (as amended) and the National Treasury Regulations, 2005 (as amended).
All trustees are appointed by the President of the Republic of South Africa for a three-year term. The board of trustees meets at least four times a year. The trustees are non-executive. The CEO is an ex officio executive trustee in terms of the Trust Deed
The board is unitary and has the following committees which were set up to facilitate the fulfilment of its fiduciary duties and stewardship:
- Human Resources/Remuneration & Social and Ethics Committee (HR/REM & SECO);
- Audit and Risk Committee (ARCO); and
- Marketing Committee (MARCO).
All the board committees are made up of members of the board; executive management only attends by invitation. All committees are empowered to obtain external and independent professional advice whenever they consider it necessary to carry out their duties and are chaired by non-executive trustees. ARCO also consists of two independent non-executive members who are not trustees.
The Director: Governance, Legal and Board Secretariat serves as the secretary to the board.
Annual Report 2023/2024
As we reflect on the achievements of the past financial year, it is heartening to note the strides Brand South Africa has made in promoting our Nation Brand, both domestically and internationally.
Annual Report 2022/2023
During the period under review, Brand South Africa continued with its mandate, to strategically position South Africa as a preferred investment, tourism, and study destination; a partner for global governance to enhance a coherent and integrated Nation Brand message, to enable delivery on national strategic objectives.
Annual Report 2021/2022
It is now more important than ever that we attract and grow investment confidence towards South Africa. It is indeed pleasing to note that the number of marketing initiatives benchmarked for the organisation was exceeded.
Annual Report 2020/2021
The period under review was indeed a challenge and we were faced with never-before experienced circumstances, which I am exceedingly proud to say the…
Business Plan 2023/2024
Business Plan 2022/2023