USA Reputation and Perception Indicators of South Africa in USA 2014
Contents Overall Perceptions of South Africa How USA ranks in the NBI How USA ranks South Africa in the NBI How USA ranks South African cities USA Investor Perceptions of South Africa Media Reputation Analysis WEF Country Comparison
OVERALL PERCEPTIONS OF SOUTH AFRICA
Introduction This presentation brings together reputation, perception and Brand SA research indicators on SA in USA The research outlines the perceptions of SA this may not be reality, but, perceptions ultimately impact on decisions, behaviours, and attitudes towards a country like SA It focuses on the reputation and perceptions of SA in the USA market The sources utilised include: Nation Brand Index City Brand Index Investor perceptions research Media reputation trends Basic trade indicators By country comparison on competitiveness measures utilising WEF Global Competitiveness Report indicators
How USA ranks on the NBI
Firstly, let s look at how USA ranks in the NBI Tourism Investment & Immigration 1 Exports 3 1 Governance 15 1/50 Culture 1 People 2
How USA ranks South Africa on the NBI
Now we are going to look at how USA ranks South Africa on the six pillars the NBI uses to measure reputation 33 27 40 40 Visit if money is no object Natural Beauty Historic Buildings Vibrant City Tourism 33 35 37 31 36 Work & Life Quality of Life Educational Qualifications Invest in Business Equality in Society Investment & Immigration 36 Exports 35 34 35 30 34 Science & Technology Buy Products Place 36 38 35 34 39 Competent & Honest Rights & Fairness Peace & Security Environment Poverty Governance 38 35/50 Culture People 27 29 27 27 Welcoming Close Friend Employability 28 15 Sports 33 32 Cultural Heritage Contemporary Culture
What does the slide above tell us? From the central point of the hexagon we see USA ranks SA 35 th out of 50 nations On the outside of the hexagon are the USA ranking of SA on the pillars, and in the text boxes we see the sub-indicators that inform the measurement of SA s reputation in terms of e.g. Exports, People, etc. The highest rankings SA gets in pillars and sub-indicators are: People; Culture; Sports, The people are welcoming and natural beauty It should be noted that USA rank SA s Governance as low, the sub-indicators Historic buildings and Vibrant City also received low rankings from the USA
CITY BRAND INDEX INDICATORS A. How USA cities are ranked on the CBI & B. How USA ranks South African cities on the CBI
Context The following slides indicate how USA cities rank in the CBI Following on that we have indicators that show how USA ranks South African cities over-all Then the presentation will look at detailed indicators on how USA ranks Johannesburg, Durban, and Cape Town on six pillars, being: 1. Presence 2. Place 3. Prerequisites 4. People 5. Pulse 6. Potential
How USA cities are ranked on the CBI City New York Score (n=50) Presence 20 Place 31 Pre- Requisites People Pulse Potential 4 3 20 15 25 2 2 Boston 19 23 27 9 21 25 8 Seattle 22 29 26 11 15 27 13 47 32/50 8 39
USA ranking of SA cities City Overall Familiarity Score (n=50) USA s Ranking of SA cities Johannesburg 44 39 Cape Town 42 35 Durban 48 46
Now we will look at how USA ranks Johannesburg on the six pillars and associated sub-indicators: Presence, Place and Pre-Requisites Presence Sub indicators Place Sub indicators Johannesburg 45 Contribution to the world 42 38 Climate 34 Clean or Dirty 31 Attractive City - 45 Pre- Requisites Sub indicators 37 Accommodation 32 Public Amenities 43 Cape Town 42 Contribution to the world 40 33 Climate 29 Clean or Dirty 29 Attractive City 37 32 Accommodation 24 Public Amenities 33 Durban 48 Contribution to the world 48 41 Climate 39 Clean or Dirty 35 Attractive City 44 35 Accommodation 30 Public Amenities 39
Now we will look at how USA ranks Johannesburg on the six pillars and associated sub-indicators: People, Pulse, and Potential People Sub indicators Pulse Sub indicators Potential Sub indicators Johannesburg 35 Friendly or Cold 36 -Could fit in with Culture 34 -Safety 33 43 Interesting for a week 43 Interesting to Live - 44 36 Could find a job 31 Good For Business 41 Good higher education - 31 Cape Town 34 Friendly or Cold 34 -Could fit in with Culture 31 -Safety 41 42 Interesting for a week 41 Interesting to Live - 45 34 Could find a job 30 Good For Business 36 Good higher education - 33 Durban 36 Friendly or Cold 39 -Could fit in with Culture 34 -Safety 36 44 Interesting for a week - 44 Interesting to Live - 40 37 Could find a job 45 Good For Business - 35 Good higher education - 34
Context over-all city rankings
USA Investor Perceptions of South Africa
Acquaintance with South Africa 2013 (n=70) 2013 (n=70) info: Source Q21 Which of the following statements, if any, best apply to you personally? Source Q22 How familiar would you say you are with South Africa? 18
Read/heard or seen about South Africa 2013 (n=70) 2012 (n=70) info: Source Q20c Which of the following, if any, have you read/heard/seen anything about South Africa, be it negative or positive? *New statements added in 2013 19
What sectors are associated with South Africa? 2013 (n=70) 2012 (n=70) 2011 (n=70) info: Source: Q.11a I d like to know which industry sectors, if any, you associate with South Africa. For each one I read out, please indicate yes or no. 43 59 43 41 44 69 27 20 21 21 26 16 11 3 11 7 36 9 6 6 1 10 - - 13-20
Feelings towards industry sectors in South Africa info: Source Q11b. How would you describe your feelings regarding each industry you associate with South Africa? Caution:* Low base size ** Very low base size 21
Feelings towards industry sectors in South Africa info: Source Q11b. How would you describe your feelings regarding each industry you associate with South Africa? Caution:* Low base size ** Very low base size 22
What would stop companies from doing business with South Africa? (Top 10 mentions) 2013 (n=70) 2012 (n=70) 2011 (n=70) 16 36 23 29 1 4 4 4 3 4 - - 3 1 3 4 - - info: - - Source: Q.12 People may have concerns about South Africa, but what are the main things that would stop you from doing business with, in or from South Africa? 23
What would attract a company to do business with South Africa? (Top 10 mentions) 2013 (n=70) 2012 (n=70) 2011 (n=70) 21 21 1-4 1 1 1 6 6 1 1-3 10 19 - - info: Source: Q.13 Now, could you please tell me all the things that would or do attract you to do business in South Africa. 1 4 24
Media Reputation Analysis
Media Reputation Trend 2013-14 26
WEF Country Comparison
WEF: USA vs South Africa Comparison 28