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Cape Town – South Africa improved three places on the Nation Brand Index and now stands at position 35 out of 50 countries, Brand South Africa said in a statement.
The Anholt-GfK Nation Brands Index is published annually and is, according to the organisation’s website, the world‘s most “comprehensive global nation branding survey”.
READ: South Africa, a Nation Brand awakens
The survey measures the power and quality of each country’s brand image, by taking into account:
- governance: public opinion about the government’s fairness and competency;
- people: the population’s reputation, friendliness and openness;
- experts: the public’s image of the products and services from each country;
- culture and heritage: global perceptions of each nation’s heritage and appreciation of contemporary culture;
- investment and immigration: the power to attract people to live, work and study in each country; and
- tourism: the level of interest in visiting each country and the draw of natural and man-made tourist attractions.
Brand South Africa’s CEO Kingsley Makhubela said South Africa’s improved performance can be attributed to improved perceptions of governance, immigration and investment, and people.
“Our ‘nation brand’ continues to be admired for our unspoiled natural beauty, with 13 nations ranking South Africa in the top 25 countries being assessed,” Makhubela said.
READ: Tourists rush to SA as rand offers good value
South Africa is also recognised internationally for its efforts to preserve the environment.
“In this regard, South Africa moved up six places to stand at 29th of 50 nations. This resonates with the brand of the country as a good international citizen.”
