The Department of Marketing and Retail Management in the College of Economic and Management Sciences recently hosted a Masterclass Series titled "Positioning a Nation: The Strategic Blueprint Behind Brand South Africa". The session brought together academics, students and industry professionals to explore how, why and by whom countries shape their global image in an increasingly competitive world.

The keynote speaker was Sithembile Ntombela, General Manager of Marketing at Brand South Africa. With over 25 years of experience across the private and public sectors, Ntombela provided insights into the strategic thinking behind nation branding and its significance for economic growth, investment attraction and global competitiveness. The session was opened by the Chair of the Department of Marketing, Prof Nombulelo Dilotsotlhe, who underscored the importance of understanding nation branding in today’s interconnected global landscape.

At the centre of the discussion was the concept of nation branding, how countries present themselves to the world, and their influence on international perceptions. Ntombela emphasised that nation branding goes beyond traditional marketing, stating that "nation branding is about the sum of perceptions that investors have about a particular country". She explained that multiple dimensions, including governance, culture, people, exports and investment opportunities shape these perceptions. Unlike traditional marketing, national branding is not transactional, but rather a long-term process of building trust, credibility and influence through consistent storytelling and lived experiences.

Brand South Africa, the country’s official marketing agency, plays a pivotal role in managing this narrative. Its mandate includes positioning South Africa as an attractive investment and tourism destination while fostering national pride. Ntombela highlighted the importance of purpose in this work, noting that "the 'why' of what we do is to ensure a sustainable future for generations to come".

The session also examined how other countries have successfully positioned themselves globally. Case studies such as those of Dubai, Rwanda and Brazil illustrated how nations can leverage their unique strengths to build strong international reputations. These examples demonstrated the importance of clear vision, strategic leadership and consistent messaging in reshaping global perceptions.

South Africa’s own branding journey has evolved significantly over time. From the early post-democracy identity of the "Rainbow Nation", symbolising unity and reconciliation, the country has shifted towards the more recent positioning of "Inspiring New Ways". This reflects South Africa’s resilience, creativity and innovation across sectors such as sports, culture, business and technology.

A key takeaway from the masterclass was that nation branding is not the sole responsibility of the government. Every citizen, organisation and business contributes to shaping the country’s image. Campaigns such as the "Play Your Part" initiative encourage South Africans to actively contribute to building a positive national image by highlighting success stories, promoting national pride and showcasing the country’s achievements.

The session concluded with an engaging discussion, as participants reflected on their individual and collective roles in shaping the country’s narrative. Dilotsotlhe closed the event by acknowledging the value of the insights shared and encouraging continued dialogue on how South Africa can strengthen its global positioning.

Ultimately, the masterclass reinforced that nation branding is a collaborative, long-term strategy that requires alignment across government, business, academia and citizens to position South Africa as a dynamic, resilient and opportunity-rich nation on the global stage.

* By Lebogang Saule, Lecturer, Department of Marketing and Retail Management, College of Economic and Management Sciences