7 steps to nation branding
Paul Bannister
The hosting of the 2010 FIFA World Cup gave South Africa the chance to rebrand the nation and the African continent to present a positive and credible brand image to the travel industry and business leaders
Given the timing, it would be natural to expect a strong focus on the 2010 FIFA World Cup as the pinnacle achievement within South Africa's nation branding strategy. In truth, the World Cup is a high-point, but, more importantly, it is a proof-point and a potential springboard for the fledging nation brand that is South Africa....