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Nation Branding
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The International Marketing Council of South Africa (IMC) was brought
into being in August 2000 upon the realization that it was absolutely
imperative to create a positive and compelling brand image for South
Africa. At the time, there was a gap between the perception of the country
and the reality of the country in the global marketplace. To exacerbate
matters, there were many messages entering the international arena, and
these messages were as varied as the sources and did very little to change
the perceptions. They added to the confusion. For a democracy as young
as ours, whose history was rooted in social injustice, there needed to be
something that accelerated the world’s correct understanding of South
Africa that is so important for the much needed attraction of Trade,
Tourism, and Investment. It was against this background that the IMC
was established. Its mandate is to establish a compelling brand image
for South Africa, which correctly positions the country in terms of its
investment potential, credit worthiness, export opportunities, tourism
potential and international relations.
Keith Dinnie Amsterdam - Personal Name
978-0-7506-8349-4
NONE
Management
English
2008
1-289
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