Selling South Africa: the use of South Africa in commercial brands' marketing efforts, national pride and the nation brand: a case study

Abstract

This research paper investigates whether South African commercial brands, through their marketing efforts, contribute to strengthening South Africa as a national brand for South African citizens by building national pride. This paper explored the perceptions of viewers that viewed a selection of commercial brand television advertisements, to see if these in some way influence nation branding. Using a collective case study, the paper explored and analysed advertisements created by South African brands that use South African idiosyncrasies to promote a product or service. The country’s citizens are seen as internal stakeholders as they live the brand, therefore, it was important to use citizens in focus groups to measure their perceptions. To assist this research paper’s findings, three television adverts were shown to three focus groups with participants aged 22–49 of diverse ethnicity and mixed genders. The case study followed a qualitative approach and data was analysed using a thematic analysis. The two main models used as benchmark tools were the Anholt- GfK Nation Branding Hexagon, and the Domestic Perception Audit. The aim of this research was to investigate how the use of South African idiosyncrasies in commercial brands’ marketing efforts inadvertently contributes to strengthening South Africa as a national brand for its citizens. There is inadequate and limited information available to investigate the effects of these advertisements on national pride and nation branding. This case study assumed that South African commercial brands’ advertising efforts inadvertently contribute to strengthening South Africa’s national brand to South African citizens while promoting national pride. This paper does not assess the impact of nation branding – although it is a possible area for future study, the nature and scope of this case study do not allow research into this field. Keywords – nation branding, national pride, South African commercial brands, effectiveness, perception, South African idiosyncrasies, Anholt-Gfk Nation Branding Hexagon, Domestic Perception Audit.