A leading role in the ‘Africa rising’ story

2014-10-05 15:00

As one of the newest democracies on the continent, South Africa is part of the “Africa rising” story.

The African Economic Outlook, published earlier this year, observed that Africa has continued to weather the storms of the global financial crisis with resilience.

Growth across various regions vacillates, depending on levels of market maturity, although it is “projected that growth for [Africa] as a whole could return in 2015 to between 5% and 6%, a level last seen before the onset of the 2009 global recession”.

We are living on one of the most dynamic continents on the planet. This should inspire us with optimism and hope.

South Africa remains the most diversified economy on the continent. In addition, the country is, according to the 2013 Brand Finance Nation Brand report, the most valuable African nation brand.

The overall value of the South Africa nation brand increased significantly between 2012 ($222?billion) and 2013 ($270?billion) – an increase of 22% that also affected the rating moving from an A in 2012 to A+ in 2013.

Brand SA has, for the first time, conducted primary research in Nigeria and Kenya to assess the perceptions of South Africa and our citizens.

This included a range of interviews with, among others, diplomats, businesspeople, citizens, policymakers and artists.

Although the first in a series of planned research projects, Brand?SA’s research has indicated that South Africa and its citizens enjoy strong brand appeal and positive associations.

Tlou is Brand?SA’s chief marketing officer

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