Thanks for joining us for another insightful Brain Upgrade webinar – BAV Best Countries Report 2024: The Good, The Bad & The Ugly!
In this session WPP|BAV Global Head of Innovation John Keaveny and VML South Africa Strategists Maphefo Mphaho and Mbali Cindi were in conversation with VML Strategy Director Dono White, exploring global perceptions of Brand SA. Here’s a quick recap of what they covered:
Countries are brands.
Nations need to stand for something differentiating to succeed on the global stage. If a country doesn’t control its own narrative, stereotypes will drive perception.
There’s a strong link between country brands and consumer brands.
77% of global respondents agree the country a product is made in impacts their purchase preference. Additionally, consumers feel proud of brands that represent their home country.
6 key insights from this year’s report:
- Movers: Distinctiveness and dynamism have become the top driver of GDP for the first time in the Best Countries Report’s nine-year history.
- Agility: Responsiveness and adaptability of a country explain 87% of business investment.
- Cultural influence: drives tourism but is also the second most important for business decision making.
- Consumer brands: drive a country’s culture and are trusted more than governments.
- Chinese brands trending upwards: Our preference for Chinese brands is increasing each year.
- Outside perception vs lived reality: There is a significant perception gap between how the world sees countries vs. how countries see themselves, and this is especially pronounced in sub-Saharan Africa.
Time to change the narrative?
South Africa and Africa as a continent are viewed with criticism rather than admiration – which drains the economy. Brands, businesses, and marketing professionals can play a critical role in shaping South Africa's narrative on the global stage by moving beyond just talking about challenges and instead proactively showcasing the country's successes, innovations, and positive transformations.
For more information, you can click here
