Destination marketing: 7 steps to nation branding

South Africa's International Marketing Council recognises the importance of leveraging defining moments in a nation's history to develop a nation brand.

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....

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