Nation Brand Forum to help rebuild SA

In the aftermath of the economically devastating impact of the Covid-19 global pandemic, the urgency to revitalise the economy and realise the goals of the Economic Reconstruction and Recovery Plan (ERRP) to create jobs, re-industrialise the economy, accelerate economic reform and fight crime and corruption has arguably never been greater.

The ERRP is a three-pronged initiative. The first is focused on engaging and preserving and includes a comprehensive health response to save lives and curb the spread of the pandemic. The second is focused on recovery and reform and includes interventions to restore the economy while at the same time mitigating and controlling health risks. Finally, reconstruct and transform is focused on building a sustainable, resilient and inclusive economy.

“We are determined not merely to return our economy to where it was before the coronavirus, but to forget a new economy in a new global reality,” said President Cyril Ramaphosa in April 2020.

At the same time SA urgently needs to reignite a united domestic spirit, rebuild trust and confidence in SA, and improve consumer and investor confidence.

While these may appear to be lofty goals in the current environment, achieving them is possible, says Brand South Africa acting CEO, Sithembile Ntombela. “SA has a long history of overcoming the odds,” she points out. “We’re a resilient nation populated by diverse people with a culture of Ubuntu. Combined with a sound economic infrastructure, wellendowed with mineral resources, some of the most beautiful landscapes globally and strategically positioned at the tip of the African continent, SA presents a myriad opportunities for growth and long-term diversification.”

The economy consists of an established market with the requisite skills base and all the fundamentals required to ensure additional investments yield significant results — if they are done in a strategically sound manner, she adds.

SA, which has the second largest GDP in Africa, is the continent’s most diversified economy. It is therefore well positioned to take advantage of the opportunities presented by the African Continental Free Trade Area (AfCFTA) agreement, which came into effect in January this year, through increased regional trade.

The pandemic-associated economic recession, however, has had a negative impact on the attractiveness of SA as an investment destination. Greater policy certainty and a predicted economic recovery — the International Monetary Fund revised SA’s growth outlook for 2021 from 3.1% to 4% — will go a long way towards improving the country’s attractiveness to investors

The mandate of Brand South Africa, established in 2002, is to create a positive and compelling brand image for SA in order to attract tourism, investments and trade. Nation Brands, explains Ntombela, are built on brand associations which ultimately impact on the perception of a country. The underlying goal of developing a coherent nation brand is to present a positive, compelling and strong nation brand to both domestic and international audiences.

Brand South Africa is cognisant that countries with a powerful and positive brand image have the ability to export more products, services and people, and attract more tourists and investors as well as garnering more respect from other governments, says Ntombela. It’s time, she says, to re-assure both internal and external stakeholders that we have a sound, practical and realisable reconstruction and recovery plan to rebuild and restore trust.

Later this month, Brand South Africa plans to do exactly this with the 5th Nation Brand Forum taking place on September 28 and streamed across all of Brand South Africa’s digital platforms. The forum will focus on bringing together diversified stakeholders from government, organised business and civil society to constructively reflect on the issues and discuss interventions that will contribute towards rebuilding the SA economy and restore confidence. Convened under the theme, “Believe in South Africa: Reflect, Rebuild and Reassure — Coming together to forge a new economy in a new global reality”, the forum will consist of three parts. The first part will reflect on the state of the nation; the impact of the Covid-19 pandemic and corruption; and the socioeconomic challenges that enabled civil unrest, racial tensions and xenophobia.

The second part will put the spotlight on how we can rebuild SA by ensuring collaboration between the private and public sector, civil society and citizens, and leverage our historical character to rise above adversity and realise the ERRP.

The third and final part will focus on reassuring SA and the world that we can deliver on our promises.

Between each of the three sessions renowned international figures, including Wamkele Mene, secretarygeneral of AfCFTA, will provide an international perspective on the opportunities facing SA.

Given that the forum is taking place in the midst of the pandemic it will be held under a hybrid format. This means the majority of the delegates will attend virtually with only a few delegates and panellists attending in person.

The Nation Brand Forum will take place on Tuesday September 28 from 9am to 5pm and will be live-streamed on www.brandsouthafrica.com.