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South Africa: Brand SA on Track to Market SA at Home and Abroad
Source: www.sanews.gov.za
Source Date: Tuesday, December 13, 2016
Focus: Electronic and Mobile Government
Country: South Africa
Created: Dec 13, 2016

“Marketing a brand is a tough and complex task; and this is even more so when brand is an entire nation. The challenges are multiplied by the size and diversity of the target market, which is the entire world, and the critical 54 million stakeholders at home.
“In a global economy increasingly driven by services, a country’s brand impacts virtually every aspect of its international engagement, and thus plays a critical role in its economic, social, political and cultural progress,” the Minister said, adding that even the committee commended her for setting the standard for sound financial governance.
A clean audit outcome is the highest and most outstanding performance rating which the Auditor-General (AG) can give an institution for having performed outstandingly in terms of its planned outputs and financial management.
The primary objective of Brand South Africa is to develop and implement pro-active and co-ordinated marketing, communication and reputation management for South Africa.
The ultimate aim, the Minister said, 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.
Brand South Africa’s work is guided by South Africa’s national objectives of economic growth, job creation, poverty alleviation and social cohesion, as reflected in the Constitution, the Medium Term Strategic Framework, National Policy Frameworks (IPAP2), Nine-Point Plan, the National Development Plan (NDP), the National Communications Framework and the International Relations Strategy.
Other notable achievements include the following:
• A positive cash flow from operating activities.
• For the first time after three years of reporting a deficit, the entity has reported a surplus in its books, which is sufficient to fund the accumulated prior year deficit.
• Main cost drivers were reduced and more synergies were sought.
• No irregular expenditure was incurred.
The entity, however, incurred R150 000 on fruitless and wasteful expenditure and this relates to the interest incurred on late penalties to SARS in the first quarter.
The vacancy rate at Brand South Africa has dropped from 28% in the 2011/12 financial year to 4% in the 2015/16 financial year and the staff complement is dominated by women in most categories of employment within the organisation.
Minister Muthambi said some of the targets which were not achieved were mainly related to the fact that USA Country manager was only appointed in the middle of the financial year.
She said Brand South Africa is at 1% with regard to the employment of people with disabilities as compared to the national 2% target set by Cabinet.
“As the Ministry, we have been assured by the entity, that plans are ongoing in filling a management position with a person with disability.
“Lastly, marketing every aspect of the country including managing the reputational deficit posed by a variety of things such as online racial intolerance, in communities and schools; protests which are destructive to government property requires more than just the entity’s 59 permanent staff, including those employed in its China, US and UK offices,” she said.
The Minister said Brand South Africa implemented Play Your Part (PYP) roadshows which reached all provinces to promote active citizenship in the country.-

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