Brand SA worth R380bn, says marketing council

The South African brand had been estimated to be worth R379.5 billion, putting it alongside some of the world's top commercial brands such as Coca-Cola, Microsoft and IBM, it was claimed yesterday. Kheepe Moremi, MD of the International Marketing Council, said research by Roger Sinclair, a Wits professor, had shown that 16 percent of South Africa's income was derived as a result of the strength of South Africa as a brand. "The international evaluation was derived by looking at South Africa's income stream - from exports, tourism and foreign investment," Moremi said. "Extensive market research was conducted to determine the extent to which a brand's country of origin is a feature in spending and investment decisions and, therefore, how powerful the South Africa brand is, in shaping these decisions." Source: Business Report