Branding Ooh, what the scary brand man say!
The bad news is that our national brand – that’s Brand South Africa, not Koo or Lucky Star – has lost 12% of its value in the last year. The good news is that it’s still worth $225billion. This according to the Brand Finance Nation Brands 2015 report, which ranks 100 countries according to three pillars: goods and services, investment, and society, but otherwise sounds suspiciously like one of those businesses which ranks things in order to make money out of ranking them. Sub-categories include tourism, the market, governance, people, and skills, and with at least a couple of those you can see where our problem might lie. To put things in global perspective, the US is worth $19.7trillion (up 2%), while China comes in second, at $6.3 trillion (down 1%). Nigeria’s value has risen, ominously, by 6% to $189billion.
Comment: Comment: Unfortunately, Brand SA, however intangible, is the only one we’ve got. No switching to private label when things get tight, here.