In March 2022, Brand South Africa selected Bloom Consulting to work on the South Africa Nation Brand project.
The project involved measuring the general reputation of South Africa and providing strategic advisory on managing the Nation Brand.
First, Brand South Africa wanted to scrutinize perceptions of the country among global citizens in key international markets. The analysis was based on three pillars: perceptions by international audiences, Digital Appeal and Digital Identity of South Africa.
The insights from the study ensure Brand South Africa have a detailed overview of key markets that offer the most lucrative pool of potential investors, tourists and potential workers and students, and raise the organization’s capacity for further strategic initiatives.
Bloom Consulting carried out a study, covering 13 markets, which reveals that overall South Africa is perceived positively, especially as a place to visit and to do business.
Based on the challenges that the study revealed, Bloom Consulting's key recommendation to Brand South Africa was to elaborate a governance model together with other stakeholders from investment and tourism institutions.
In the future development of South Africa’s Nation Brand, it is important to focus on active stakeholder engagement and developing a strong Central Idea.
The presentation of the research findings took place in Johannesburg in June 2022 and gathered stakeholders from tourism, investment, and academia.
