WHO WE ARE
Brand South Africa is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness. Brand South Africa’s primary focus is to develop and implement proactive, coordinated marketing and communications reputation management strategies for South Africa. Our main objective is to market South Africa to both domestic and international audiences, positioning South Africa as a competitive investment destination, and inspiring and instilling active citizenship amongst South Africans.
Brand South Africa was established in August 2002 to help create a positive and compelling brand image for South Africa. At that time the world was unsure what to think of South Africa, with many different messages being sent by various sources. This did very little to build the country’s brand and it was evident that to attract tourism and investment there was a need to coordinate marketing initiatives to make them more effective.
This led to the creation of Brand South Africa, whose main objective is to market South Africa.
There are many benefits to having a consolidated brand image, with the most important being a consistent Brand South Africa message to create strategic advantages in terms of trade and tourism for the country in an increasingly competitive marketplace.
Mission
Developing and articulating a South African Nation Brand identity that will advance South Africa’s long-term positive reputation and global competitiveness.
Seeking the involvement and cooperation of various stakeholders in building awareness and the image of the Nation Brand domestically and internationally.
Seeking to build individual alignment to the Nation Brand in South Africa, and pride and patriotism amongst South Africans.
Vision
A Nation Brand that inspires it’s people and is admired globally.
Purpose
To develop and implement proactive-and coordinated marketing, communication and reputation management strategies for South Africa. The ultimate aim is to make a contribution towards economic growth, job creation, poverty alleviation and social cohesion by encouraging local and foreign investment, tourism and trade through the promotion of Brand South Africa
Strategic Positioning
Inspire and unify civil society, business, government and the media to build the reputation of South Africa, and contribute to it’s global competitiveness.
BOARD OF TRUSTEES
Executive Authority
Mr Mondli Gungubele
Minister in the Presidency of South Africa
Brand South Africa Board of Trustees
Ms Thandi Tobias
Chairperson of the Brand SA Board of Trustees
Ms Tobias matriculated at Phiritona Secondary school and obtained an advanced diploma in Economic Policy from the University of the Western Cape. She also attained a Certificate in Economics and Public Finance from UNISA as well as a certificate in Leadership Communication from Rhodes University.Career history:
- Deputy Minister of Trade and Industry, responsible for international trade;
- Chairperson of the standing Committee on Defence between 2005 and 2007;
- Chairperson of the Portfolio Committee on Public Works between 2007 and 2009;
- Whip of Standing Committee on Finance between 2017 and 2019;
- Member of Standing Committee on Public Accounts between 2004 and 2005;
- Member of Adhoc Committee on Auditor-General in 2004;
- Member of Parliament between 2004 and 2019;
- Deputy Director Youth Development DTEEA between 2001 and 2004;
- Community Based Organiser;
- Former Member ANC NEC;
- Former Member ANC Youth League NEC;
Legacy Projects
- Anti-Piracy Campaign – Buy local campaign
Motivations
- Brand South Africa
- Lure Investment
- Pursue Economic Growth
- Be a game changer
Mr Jacques Bushang Modipane
Mr Modipane was born in the Hoedspruit District of the then Eastern Transvaal. He was part of the democratic struggle during the late 1970’s until the dawn of democracy. He was the first Head of Mpumalanga Provincial Treasury (Member of the Executive Council for Finance). He left active Politics in 2002 to venture into the Private Sector. He was appointed Dealer Principal for an Auto Business in 2002. In 2006, he was appointed as CEO of the Mpumalanga Provincial House of Traditional Leaders until 2012. He was then appointed as the Chief Executive Officer (CEO) of Mpumalanga Tourism and Parks Agency until 2015. He is currently running his own Company, Premier City Link (Pty) Ltd.
Ms Rachel Kalidass
Ms Kalidass is a Chartered Accountant with extensive experience in internal and external auditing, financial management, business process review, corporate governance and risk management. She is currently the Managing Director of R Kalidass and Associates, a practice of Chartered Accountants and Registered Auditors which she founded in 2005. She holds a BCompt (Unisa); CTA (University of Natal); BCom (Hons) (University of Natal); CA (SA).Rachel currently serves as a Trustee on the Gauteng Partnership Fund (GPF) and Independent Audit Committee Chairperson of the National Youth Development Agency (NYDA). Previous Board positions include South African Broadcasting Corporation (SABC), South African National Parks (SANPARKS), National Library of South Africa (NLSA), Mpumalanga Economic Growth Agency (MEGA), Mpumalanga Gambling Board (MGB), Free State Gambling and Liquor Authority (FSGLA) and NEHAWU Investment Holdings (NIH).She previously also served on the Audit Committee of the Department of Labour, Human Settlements and Compensation Fund (Independent Audit Committee Chairperson).
Mr Andrew Madella
Mr Madella was born in Cradock and grew up in Elsiesriver. He matriculated from Uitsig High in 1982 and studied Social Work at the University of the Western Cape. His activism in community issues and liberation politics started during his school going days and continued up to today.Mr Madella’s socio-political consciousness and desire to better the lives of his people guided him in his participation in politics at grassroots level such as Youth structures (Cape Youth Congress), Civic structures (Cape Housing Areas Action Committee), the Advice Office Forum and the establishment of Advice Offices in Elsies River and Belhar.He studied Social Work at the University of the Western Cape and he practiced as a Social Worker for many years at various institutions such as a Drug and Alcohol Rehabilitation Centre, Place of Safety for Children in need of care as well as the Bellville Regional Office of Social Development.As a Public Servant he joined Nehawu and was elected as a shop steward, Branch Chairperson and later on the Provincial Secretary in the Western.He was privileged to be part of the Cape Metropolitan Local Government Negotiation Forum in the early local government transition stages representing Cosatu and later on became an ANC Councillor following the first democratic election at local government level.As a disabled person he has also been involved in the disability rights movement and served first as the Western Cape Chairperson of Disabled People South Africa and later the Secretary-General, a position he still holds for over 10 years.He led the Disabled People South Africa delegation to NEDLAC where they formed part of the Community Constituency representing the disability sector but stepped down following his election to Parliament on 7th May 2014.In the period between 2010 to 2014 he was privileged to serve on the following boards namely the Employment Equity Commission, the Cape Peninsula University of Technology and the National Development Agency. He resigned from all these boards following his election to Parliament on 7th May 2019.He obtained the following qualifications through studies at different Universities namely a Higher Diploma in Social Work from the University of the Western Cape, a BPhil in Values and Policy Analysis as well as BPA Hons in Public Administration from the Stellenbosch University, a Certificate in Human Resource Management from UNISA and a Postgraduate Diploma in Poverty Land and Agrarian Studies from the University of the Western Cape. He is currently in the process of completing his MPhil in Disability Studies at the University of the Western Cape.
Ms Sisanda Bukeka Nkoala
Ms Nkoala is an academic with interest in rhetoric studies, journalism, and multilinguals. Her research is driven by a recognition that because communication is “a symbolic process whereby reality is produced”, it is also the means by which reality is transformed. Her work on media literacy, multilingual education, and rhetoric studies has been presented to local and international audiences. Before joining academia, she worked as a journalist and won an award for her work on missing children and the 2015/2016 #RhodesMustFall protests. She is also a self-published author.Ms. Nkoala has also recently been appointed as a Public Representative of The Press Council of South Africa, the entity that regulates South African print and online media publications.
Dr Stavros Nicolaou
Stavros Nicolaou is the Aspen Pharmacare Group’s Senior Executive responsible for Strategic Trade Development. Previously he was CEO of Aspen’s Export Business. Aspen is Africa’s largest pharmaceutical manufacturer and a now world leader in Anaesthetics and injectable anti-coagulants. Aspen is one of South Africa’s most globalised multinational companies with a presence in over 50 geographies globally, with 26 manufacturing facilities across 6 continents. He was instrumental in introducing the first generic ARV’s on the African Continent developed by Aspen, which has gone on to save hundreds of thousands of lives in South Africa and on the African Continent.Nicolaou has over 28 years’ experience in the South African and International Pharmaceutical Industry and is a previous winner of the SA Institute of Marketing Management (IMM) Health Care Marketer of the year Award. He was inducted as one of the youngest Fellow of the Pharmaceutical Society of South Africa (PSSA), one of the highest honours bestowed by the PSSA, and was recently awarded an Honorary Doctorate of Science in Medicine from Wits University.He has previously and continues to serve on a number of Industry & associated structures, some of which include:
- Chairman of the Public Health Enhancement Fund (PHEF) – A joint collaboration between the Private Health Sector and the Minister of Health
- Re-appointed for a third term by President Cyril Ramaphosa, to the Board of Brand South Africa
- Appointed to the Government-Business 6-a-side on the President’s Health Compact
- Elected to the NEDLAC 5-a-side on the National Health Insurance (NHI)
- Appointed to the Trade and Industry Minister’s export panel on devising an export strategy for South Africa
- Appointed by the Minister of Public Enterprise, Alec Erwin as Chairman of the Board of SA Express Airways (2005-2009)
- Appointed by the Minister of Public Enterprises, to the Board of Transnet Ltd. (2004-2010)
- Appointed by MEC’s for Economic Development, as a Director of the Gauteng Growth and Development Agency (GGDA), (for 2 Consecutive Terms). He Chaired the Trade and Investment Committee of the Board of the GGDA.
- Appointed by the Ministers of Public Enterprise, as Chairman of the Board of SA Express Airways (2005-2009)
- Appointed by the Minister of Trade and Industry, Dr Rob Davies, to serve on the BRICS Business Council. He was recently reappointed to the Council for a second term.
- Appointed by the Minister of Trade and Industry, Dr Rob Davies, to serve on the Special Economic Zones (SEZ) Advisory Board.
- Appointed by the Minister of Trade and Industry, to the Board of Proudly South Africa and presently chairs the Marketing Committee of the Board.
- Presently serve on the Executive and Management Committee of NEDLAC (National Economic Development and Labour Council)
- Elected as a Non-Executive Director of Business Unity South Africa (BUSA), South Africa’s apex business organisation and serves on its Remuneration Committee.
- Elected Chairman of the South African Pharmaceutical Producers Association (PHARMISA) and as Chairman of the Pharmaceutical Task Group (PTG), overall Pharmaceutical Industry Umbrella Organisation.
- Appointed to World Bank/IFC Technical Advisory Board on the strengthening of African Health Systems.
- Served on the IBSA (India Brazil South Africa) CEO’s Forum and the India – SA CEO Council
- He is part of the CEO Initiative, that was set up as a joint collaboration between the Presidency, Ministry of Finance and BLSA (Business Leadership South Africa).
- He was appointed as an Honorary Lecturer to Wits University, accredited to the Faculty of Health Science.
- Appointed as a Director on the North-West University (NWU) Business School Advisory Board (2014 to present)
- Previously served as Vice-President of the International Pharmaceutical Students Federation (IPSF).
- He was awarded, the Order of the Lion of St Mark by the Greek Orthodox Pope and Patriarch, Theodoros II.
He has been a speaker at a number of conferences, including the Economist Roundtable, the World Economic Forum (WEF) and recently delivered a lecture on ARV developments at the Raigon Institute, a JV between Harvard Medical School and the Massachusetts General Hospital.
Mr George Sebulela
Mr George Sebulela is a highly experienced leader, entrepreneur and distinct professional with many years’ experience in strategy execution and investment banking in South Africa and internationally at a senior level. He is Board Director with extensive corporate and business experience, who has achieved significant executive leadership accomplishments in business and philanthropy. His strong leadership, entrepreneurial skills constantly aid his natural affinity to cultivate relationships, persuade, convene, facilitate and build consensus among diverse individuals. His qualities of integrity, credibility and a passion for progress particularly within the Corporate Governance scope makes him an ideal candidate as a Board Trustee.Academically, he holds:
Advanced Management Programme – INSEAD(France),
Board Development Programme – Gordon Institute of Business Science(GIBS),
BA (Com) – Fort Hare University (UFH), Leadership Development Programme – Gordon Institute of Business Science (GIBS), Principles of Business Management – Wits Business School, Post Graduate Diploma in Marketing – Institute of Marketing Management, (IMM) Leverage Finance – Fitch (UK)Mr George Sebulela is currently the President and Chief Executive of Sebvest Holdings a global Financial Services Group & with Strategic Investments in various companies. He was an Executive Committee Member (EXCO) and Head of Empowerment Division of ABSA Capital responsible for Government, Empowerment and Public Infrastructure Finance.
Advanced Management Programme – INSEAD(France),
Board Development Programme – Gordon Institute of Business Science(GIBS),
BA (Com) – Fort Hare University (UFH), Leadership Development Programme – Gordon Institute of Business Science (GIBS), Principles of Business Management – Wits Business School, Post Graduate Diploma in Marketing – Institute of Marketing Management, (IMM) Leverage Finance – Fitch (UK)Mr George Sebulela is currently the President and Chief Executive of Sebvest Holdings a global Financial Services Group & with Strategic Investments in various companies. He was an Executive Committee Member (EXCO) and Head of Empowerment Division of ABSA Capital responsible for Government, Empowerment and Public Infrastructure Finance.
Ms Muditambi Ravele
Ms Muditambi (commonly called Ntambi) Ravele, is a ground-breaking woman in the field of Women and Sport in South Africa (WASSA) where she initiated the formation of Women and Sports South Africa in 1996. In 2008 she founded and is the Chairperson of the South African Women and Sport Foundation (SAWASF) and is a founder member of the Africa Women Sport Network (AWSN). She presently serves on the following Boards: Laureus Sport for Good South Africa, Gauteng Tourism Authority and Tennis South Africa.She is the former Chairperson of Wheelchair Tennis South Africa and Netball South Africa. She is also the former Chairperson of the Boxing South Africa Board (BSA), the first and only women to be appointed into such a position in a historically male dominated sport. In addition to serving on the Boxing South Africa Board, Ntambi also served in boards both national and international including the Sport Science Institute of South Africa (SSISA), Women Sports International (WSI) and International Netball Federation(INF). From humble beginnings as a Physical Education teacher, Muditambi has worked professionally as a Sport Marketing Lecturer, Assistant Director in the Department of Sport and Recreation (now Sport and Recreation South Africa), and the General Manager of Marketing and Corporate Communications of the Premier Soccer League (PSL). Muditambi is a Businesswoman and owner of The Journey Marketing.
Mr Mlungisi Johnson
Mr Johnson was born in Keiskamahoek and grew up in New Brighton, Port Elizabeth. He has a Certificate in Public Development and Management from Wits Business School. He cut his teeth of activism in the Students/Youth Movement through Young Christian Workers, COSAS and ANC YL. Upon his stint at the ANC YL HQ, he worked for FBC Fidelity Investment Bank. He joined Parliament in 2004 until 2019, where he Chaired a process of legislating the formation of NYDA and its inaugural Board. He also Chaired Committees of Agriculture and Forestry plus Water and Sanitation until May 2019. He currently serves on the Nelson Mandela Children Fund, among other non-profit and profit making organisations.
Professor Ylva Rodny-Gumede
Prof. Rodny-Gumede is the Head of the Division for Internationalisation and a Professor in the School of Communication at the University of Johannesburg. She is also a Senior Associate Researcher with the Stanhope Centre for International Communications Policy Research at the London School of Economics. Professor Rodny-Gumede has worked in journalism, marketing and PR and has consulted for several governments, private and academic institutions in Europe and Southern Africa. She holds a PhD from the School of Oriental and African Studies (SOAS), London University, as well as an MA degree in Politics from the University of Witwatersrand in South Africa and an MA in Journalism from Cardiff University in the U.K.
Ms Loretta Jacobus
Ms. Jacobus was born, bred and schooled in Port Elizabeth (EC). She studied Social Work at the University of the Western Cape. Her work experience spans from Social work to teaching where she has gained vast knowledge and skill. She expanded that skill through having worked in NGO’s and Community Based Organisation’s (Advice Centres) and Organisations such as NUMSA and MERG (Macro Economic Research Group). She is a Former Deputy Minister of Correctional Services. She was a Member of the Gauteng Provincial Legislature. She served in National Parliament from 1999-2014, having served in various Portfolio Committees, amongst others: 1999-2004 (NCOP):
- Social Services (Education, Health, Home Affairs) – Chairperson 2004-2014:
- Foreign Affairs (Committee Whip)
- Joint Standing Committee on Intelligence (Committee Whip)
- Arts and Culture (Chairperson
- Education
- Health
She currently also serves on the following foundations:
- Vesta Smith Education
- The Great Foundation (with Lucky Mazibuko as the founder)
ORGANISATIONAL STRUCTURE
GOVERNANCE
Brand South Africa is a Schedule 3A public entity, registered as a trust in terms of the Trust Property Control Act No. 57 of 1988. The organisation’s Executive Authority is the Minister of Communications.
Public Finance Management Act No. 1 of 1999 (as amended) and the National Treasury Regulations, 2005 (as amended).
All trustees are appointed by the President of the Republic of South Africa for a three-year term. The board of trustees meets at least four times a year. The trustees are non-executive. The CEO is an ex officio executive trustee in terms of the Trust Deed
The board is unitary and has the following committees which were set up to facilitate the fulfilment of its fiduciary duties and stewardship:
- Human Resources/Remuneration & Social and Ethics Committee (HR/REM & SECO);
- Audit and Risk Committee (ARCO); and
- Marketing Committee (MARCO).
All the board committees are made up of members of the board; executive management only attends by invitation. All committees are empowered to obtain external and independent professional advice whenever they consider it necessary to carry out their duties and are chaired by non-executive trustees. ARCO also consists of two independent non-executive members who are not trustees.
The Director: Governance, Legal and Board Secretariat serves as the secretary to the board.
ANNUAL REPORT
Annual Report 2021/2022
It is now more important than ever that we attract and grow investment confidence towards South Africa. It is indeed pleasing to note that the number of marketing initiatives benchmarked for the organisation was exceeded.
Annual Report 2020/2021
The period under review was indeed a challenge and we were faced with never-before experienced circumstances, which I am exceedingly proud to say the…
BUSINESS PLANS
Business Plan 2020/2021
