Countries are constantly in competition
with each other to attract investors, tourists and build up an image for themselves
to inspire support from their respective citizens. The success of a country in
doing so is measured using the NBI (Nation Brand Index). The NBI was developed
by Simon Anholt a world leading specialist in creating strategies for
countries, cities and regions. When it was launched in 2005 it was referred to
as the ‘Simon Anholt Nations Brands Index’ and it was fielded four times a
year.
Nation branding is practised by many states
including South Africa, America, Europe, Canada, France, Japan, China etc. In
these countries it is officially referred to as public diplomacy. These
Countries Governments have resources dedicated to nation branding. They do this
in hopes that it will improve their global standing, as a well put together
image of a country can influence its success in attracting investment, tourism
and increase its political influence in the world.
The NBI is also parent to another survey
known as the ‘Monocle Soft Power Survey’ which was established in 2009. This
survey ranks nations according to their attractiveness and level of influence
on the world. The following elements of a country are evaluated: Diplomatic
infrastructure, cultural output, level of governance, appeal to business and
capacity of education. The list is then calculated with the use of an estimated
fifty factors which indicate the use of soft power. These factors include but
are not limited to: Olympic medals, cultural missions, business brands and the
quality of country’s architecture.
South Africa is not doing too well on
either of these surveys. On the NBI it is sitting at number thirty six and on
the Monocle Soft Power Survey it is at number twenty. South Africa did not make
it to the top ten of either survey. This essentially means that South Africa
has very little influence globally despite the fact that it is the largest
exporter of gold, other minerals, and has and internationally revered political
icon in the form of Nelson Mandela. South Africa has all the potential to make
it to the top of the rankings yet it lacks what it needs most at this point; a
carefully articulated and successful brand image.
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