University Dialogue on Nation Branding at Pretoria University

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It will assess the theoretical discourse around the discipline of nation branding in order to enable South Africa to evaluate how the current efforts to build a cohesive nation brand can be strengthened.

Addressing delegates at the Nation Brand Forum, which was recently hosted by Brand South Africa on 24 August 2016, the Minister of Communications, Faith Muthambi said, “Building a national brand depends on nation building and how cohesive we are as a nation. We are a developing country and as such, an enhanced image will create more favourable conditions to attract both domestic and foreign direct investment, tourism, trade and foster greater political relations with other countries.

“South Africa has a good story to tell. So let’s come up with a branding that enhances our standing before the community of nations.”

The University Dialogue is in line with Brand South Africa’s objectives of developing and implementing proactive and coordinated marketing, communication and reputation management strategies for South Africa. This is best achieved by building an awareness of how each citizen impacts on the Nation Brand, its reputation and perceptions associated with it, in a consistent way.

A key outcome of the Dialogue will be the compilation of all the papers presented on the day in a peer reviewed academic journal, thus positioning South Africa in the thought leadership space in the field of nation branding.

Programme

• Session 1: Keynote Address - Global trends, successful Nation Brands and comparative perspectives with South Africa
  • Prof. Nadia Kaneva, University of Denver, Colorado

• Session 2: Global perspectives - The role of government & business in shaping the nation brand

  • Prof. Garth le Pere, University of Pretoria
    
  • Prof. George Angelopulo, Communication Science, UNISA
    
  • Prof. Nicola Kleyn, Gordon Institute of Business Science, UP
    
  • Prof. Mzukisi Qobo, University of Johannesburg

• Lunchtime panel on the role of the tertiary sector in shaping nation brand reputation

  • Prof. Achille Mbembe, WiSER, University of Witwatersrand
    
  • Prof. Sandy Africa, Dept. of Political Sciences, UP
    
  • Prof. Tinyiko Maluleke, Centre for African Spirituality and Culture, UP
    
  • Prof. Nick Binedell, Gordon Institute of Business Science, UP

• Session 3: Local perspectives: The role of arts & culture, science and civil society in shaping the nation brand

  • Prof. Justine Burns, University of Cape Town, School of Economics
    
  • Prof. Mageshen Naidoo, Dept. of Music, University of Pretoria

  • Prof. Scarlett Cornelissen, University of Stellenbosch, Department of Political Science