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Reputation and Perception Indicators of South Africa in UK2014

Contents

• Overall Perceptions of South Africa • How UK ranks in the NBI• How UK ranks South Africa in the NBI• How UK ranks South African cities• UK Investor Perceptions of South Africa• Media Reputation Analysis• WEF Country Comparison

OVERALL PERCEPTIONS OF SOUTH AFRICA

• This presentation brings together reputation, perception and Brand SA research indicators on SA in UK• The research outlines the perceptions of SA – this may not be reality, but, perceptions ultimately impact

on decisions, behaviours, and attitudes towards a country like SA• It focuses on the reputation and perceptions of SA in the UK market• The sources utilised include:

– Nation Brand Index– City Brand Index – Investor perceptions research– Media reputation trends– Basic trade indicators– By country comparison on competitiveness measures utilising WEF Global Competitiveness Report

indicators

Introduction

How UK ranks on the NBI

Firstly, let’s look at how UK ranks in the NBIFirstly, let’s look at how UK ranks in the NBI

ExportsTourism

Governance

Culture

People

Investment & Immigration

How UK ranks South Africa on the NBI

Now we are going to look at how UK ranks South Africa on the six pillars the NBI uses to measure reputation

ExportsTourism

Governance

Culture

People

Investment & Immigration

• Science & Technology34

• Buy Products32

• Place33

• Competent & Honest40

• Rights & Fairness41

• Peace & Security40

• Environment35

• Poverty42

• Sports13

• Cultural Heritage32

• Contemporary Culture28

• Welcoming38

• Close Friend32

• Employability31

• Visit if money is no object36

• Natural Beauty19• Historic

Buildings42

• Vibrant City33

• Work & Life35• Quality of Life40• Educational

Qualifications37• Invest in Business34• Equality in Society38

• From the central point of the hexagon we see UK ranks SA 35th out of 50 nations

• On the outside of the hexagon are the UK ranking of SA on the pillars, and in the text boxes we see the sub-indicators that inform the measurement of SA’s reputation in terms of e.g. Exports, People, etc.

• The highest rankings SA gets in pillars and sub-indicators are: • Culture;• Sports;• Contemporary culture• Natural Beauty

• It should be noted that UK rank SA’s Governance very low, in particular poverty; Investment and Immigration and the quality of life

What does the slide above tell us?What does the slide above tell us?

CITY BRAND INDEX INDICATORS

A. How UK cities are ranked on the CBI &

B. How UK ranks South African cities on the CBI

• The following slides indicate how UK cities rank in the CBI • Following on that we have indicators that show how UK

ranks South African cities over-all• Then the presentation will look at detailed indicators on

how UK ranks Johannesburg, Durban, and Cape Town on six pillars, being:

1. Presence2. Place 3. Prerequisites 4. People 5. Pulse 6. Potential

ContextContext

How UK cities are ranked on the CBIHow UK cities are ranked on the CBI

City Score (n=50) Presence Place Pre-

Requisites People Pulse Potential

London 1 1 12 3 2 3 1

UK ranking of SA cities City Overall Familiarity Score (n=50) UK’s

Ranking of SA cities

Johannesburg 36 44

Cape Town 28 37

Durban 48 42

Now we will look at how UK ranks Johannesburg on the six pillars and associated sub-indicators: Presence,

Place and Pre-Requisites Presence Sub indicators Place Sub indicators Pre-

Requisites Sub indicators

Johannesburg 43 Contribution to the world

38 Climate – 13

Clean or Dirty –34

Attractive City -44

43 Accommodation32

Public Amenities42

Cape Town 31 Contribution to the world

25 Climate8

Clean or Dirty30

Attractive City33

40 Accommodation38

Public Amenities39

Durban 48 Contribution to the world

36 Climate22

Clean or Dirty29

Attractive City40

36 Accommodation27

Public Amenities35

Now we will look at how UK ranks Johannesburg on the six pillars and associated sub-indicators: People, Pulse,

and Potential

People Sub indicators Pulse Sub indicators Potential Sub indicators

Johannesburg 48 Friendly or Cold•46

-Could fit in with Culture

•38-Safety

46 Interesting for a week – 46

Interesting to Live - 44

44 Could find a job – 43

Good For Business – 45

Good higher education - 42

Cape Town 43 Friendly or Cold•39

37-Safety

43 Interesting for a week – 42

Good For Business – 42

Durban 32 Friendly or Cold•37

•33-Safety

48 Interesting for a week - 45

Good For Business - 37

Context – over-all city rankings

UK Investor Perceptions of South Africa

Source Q21 Which of the following statements, if any, best apply to you personally?Source Q22 How familiar would you say you are with South Africa?

2013 (n=50)2013 (n=50)

Acquaintance with South Africa Acquaintance with South Africa

Source Q20c Which of the following, if any, have you read/heard/seen anything about South Africa, be it negative or positive?

2013 (n=50) 2012 (n=50)

*New statements added in 2013

Read/heard or seen about South AfricaRead/heard or seen about South Africa

Source: Q.11aI’d like to know which industry sectors, if any, you associate with South Africa. For each one I read out, please indicate yes or no.

:2013 (n=50)

2012(n=50)

2011 (n=50)

What sectors are associated with South Africa?What sectors are associated with South Africa?

Source Q11b. How would you describe your feelings regarding each industry you associate with South Africa?

Caution:* Low base size** Very low base size

Feelings towards industry sectors in South AfricaFeelings towards industry sectors in South Africa

Source Q11b. How would you describe your feelings regarding each industry you associate with South Africa?

Caution:* Low base size** Very low base size

Feelings towards industry sectors in South AfricaFeelings towards industry sectors in South Africa

Source: Q.12People may have concerns about South Africa, but what are the main things that would stop you from doing business with, in or from South Africa?

2013 (n=50)

2012(n=50)

2011 (n=50)

What would stop companies from doing business with South Africa?(Top 10 mentions)

Source: Q.13Now, could you please tell me all the things that would or do attract you to do business in South Africa.

2013 (n=50)2012

(n=50)2011

(n=50)

What would attract a company to do business with South Africa?(Top 10 mentions)

Media Reputation Analysis

Media Reputation Trend – 2013-14Media Reputation Trend – 2013-14

WEF Country Comparison

WEF: UK vs South Africa ComparisonWEF: UK vs South Africa Comparison

UK - Home | Brand South Africa · What does the slide above tell us? CITY BRAND INDEX INDICATORS A....

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