South African academics: uncertainty affecting nation brand
7 October 2016
Indepth analysis by some of the country's top academics highlighted domestic
issues influencing the reputation and competitiveness of the nation's brand, at a
Brand South Africa competitiveness forum held at the University of Pretoria,
Tshwane, on 5 October 2016.
"Gupta-gate, Nkandla scandal, Dalai Lama (visa debacle), (uncertainty
surrounding Finance Minister) Pravin Gordhan and other incidents such as these,
have a negative influence in our country," said Dr Garth le Pere, visiting professor
in the university political science department, during one of the forum's panel
discussions.
Le Pere added that South Africa's reputational cache in foreign policy and its
relationships with the rest of the world and Africa had been affected because of this
uncertainty. He urged politicians, diplomats and, indeed, all South Africans to
reclaim and help build on the country's strong historical moral identity before the
overall brand
image suffered more permanent damage.
On the same panel, Professor George Angelopulo, from Unisa's communication
science department, said that while the economic and reputational growth of South
African cities contributed greatly to building the nation's brand, mismanagement of
urban areas and economic inequality still exerted a negative influence on how
perceptions of the country were formed.
"Cities hold many benefits, but in the rapid transformation that characterises
South Africa's cities there are also significant challenges," Angelopulo said.
"Urbanisation is swift and largely uncontrolled, with growing slums and informal
settlements, unequal access to urban services, significant climate impact and rising
inequality."
Cities fulfilled a vital role in the destiny of the country because, as competitive
positions within the nation, the economies of cities were connections to the rest of
Africa and the world, he said, emphasising that cities must
be "relevant to a wide
spectrum of stakeholders of the South African brand – national and international
business, institutions, government and its citizens".
Earlier in the day, during his introduction to the forum, general manager of
research at Brand South Africa Dr Petrus de Kock drew attention to the recent
university protests creating uncertainty about the reputation of South Africa's
tertiary education sector.
"We must maintain the integrity of institutions and the protests are raising a
question of instability of institutions and that's something we really have to
safeguard and protect because it's an important nation asset."
Individuals, he said, underlying the forum's overall theme of responsible
citizenship, were the key to building the country's reputation. Citizens, be they
private or working in public or commercial service, had a responsibility to uphold
the values that were the core of South African democracy and decency, urging that
all "South Africans take responsibility of what you do".
SouthAfrica.info reporter
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