2010 Media Snub erodes South Africa's Brand Image

Comments German Branding Guru, Dr Nikolaus Eberl: "This incident comes only days after Brand South Africa suffered a significant setback, when the latest Nation Brand Index (NBI 3/2006) listed South Africa 32 out of 36 countries surveyed - barely a year after the country had earned a respectable 22nd ranking in the NBI ratings. It appears that the world is becoming increasingly critical of a brand, that not long ago was heralded as a shining example of successful transformation and a symbol of hope." "As with any business, the success of the product ‘Soccer World Cup’ will be determined by how well the client will be served, not the supplier. This is why the German Football Association went out of their way to make the clients of the world cup the winners – the spectators and the people who delivered the world cup beyond the stadia, the media, without whom the world cup would be a non-event.\"  "In fact, Germany went as far as creating Media Clubs at all venues, to cater for any need a journalist might have in reporting the games. The German government and the German Football Association went out of their way to cater for the media’s every need." "In the run-up to 2010, the media will the key stakeholder in determining South Africa\'s brand image. As such, they deserve the full respect and consideration of the local organising committee. If there is one lesson from the 2006 World Cup, it is that the host\'s brand image ultimately depends on successful media cooperation." Dr Nikolaus and co-author Herman Schoonbee published “The IziCwe Code: Internal Branding” in 2005 (Academy Press, foreword by Reuel Khoza), which was recently critically reviewed by President Thabo Mbeki in his Letter from the President; using “the analytical tools contained in The IziCwe Code”, the President issued the challenge to government leaders to “generate the kind of commitment that will ensure that …our government at all levels … can be trusted to honour the brand promise!” Contact Details:Dr Nikolaus EberlChairman: IziCwe AcademyInternal Branding™ DivisionTel: +27 (0) 83 270 6009 / 10 / 11Fax: +27 (0) 86 500 1800nikolaus@internal-branding.netwww.internal-branding.net