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Transforming a Country Through Effective Nation Branding: The South African Perspective

Transforming a Country Through Effective Nation Branding: The South African Perspective

Vannie Naidoo
Copyright: © 2023 |Pages: 16
ISBN13: 9781668459027|ISBN10: 1668459027|ISBN13 Softcover: 9781668459065|EISBN13: 9781668459034
DOI: 10.4018/978-1-6684-5902-7.ch010
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MLA

Naidoo, Vannie. "Transforming a Country Through Effective Nation Branding: The South African Perspective." Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches, edited by Andreas Masouras, et al., IGI Global, 2023, pp. 221-236. https://doi.org/10.4018/978-1-6684-5902-7.ch010

APA

Naidoo, V. (2023). Transforming a Country Through Effective Nation Branding: The South African Perspective. In A. Masouras, S. Daskou, V. Pistikou, D. Dimitriou, & T. Friesner (Eds.), Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches (pp. 221-236). IGI Global. https://doi.org/10.4018/978-1-6684-5902-7.ch010

Chicago

Naidoo, Vannie. "Transforming a Country Through Effective Nation Branding: The South African Perspective." In Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches, edited by Andreas Masouras, et al., 221-236. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-5902-7.ch010

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Abstract

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.

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