NBI (Nation Brand Index)

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.

References:

http://en.wikipedia.org/wiki/Nation_branding

http://mountainrunner.us/2011/01/bruce_gregory_reading_list_54/#.Ue0srNL-HTo

http://www.southafrica.info/business/investing/anholt-241012.htm#.Ue0paNL-HTo

Branding South Africa

Have you ever thought about whether countries brand themselves, and how some manage to keep their image intact no matter what situation they come across? Well then just like companies have structures in place to promote and maintain their image countries do the same, but the only difference is the type of branding countries undertake is slightly different and referred to as 'policy based branding. What this essentially means is that all the money spent on it directly benefits the economy.

Every country is united under its largest symbol, its national flag. The flags are symbolic representations of everything the country stands for and it is also through these flags that countries identify each other e.g. In the South African flag the black, yellow and green are colours used by the democratically elected ruling party the ANC, the other three colours red, white and blue were used on the old flag of Transvaal, and the blue and white were also found in the old South African Flag. This fusion of colours signifies a country embracing its past, present and future. Some countries such as America have created successful brand extensions of these flags with strategic placement for maximum visibility e.g. the uniform worn by the American Olympic team. This allows them to imprint their brand image on everyone’s mind repetitively.

South Africa has been trying to build a brand for itself of similar calibre ever since 2002 when Brand S.A was established. It is a marketing initiative mandated by former president Thabo Mbeki to Change the country’s image locally and internationally. Unfortunately it has not achieved much within the last decade, which is disappointing considering the ample amount of time and money given to the cause. My research paper seeks to understand why South Africa’s image has remained stagnant and how it can be saved.

References: 
http://en.wikipedia.org/wiki/Flag_of_South_Africa