What is Investment

Countries today invest in nation branding as a means to effectively position their country in the world as a possible investment and tourism destination. South Africa is no different; it has a unique history of a past apartheid regime. Under the apartheid regime, South Africa had sanctions inflicted on it, making it an unpopular state for investments and tourism. Once the new democratic South Africa emerged, the country had to show the world how it has transformed as a premier destination for investment, economic development, and tourism. The role of nation branding is therefore crucial to the economic sustainability of a country. In Africa the South African brand is synonymous with democracy, freedom, and infrastructural growth. These are very favorable to a developing nation's brand.