Abstract
Whether they know it or not, countries are viewed through the lens of
branding. Their brand equity lies in the norms and ideas that they
project, as well as the actors (leaders) who champion such ideas and
norms. Countries embody signs, beliefs, values, and imageries about
what they stand for in the global system, and it is this that has an effect
upon the imagery and preferences of others rather than merely marketing
techniques. As such, countries carry — or project — a 'persona' that
expresses their identity, ideas, values, and norms.
This article focuses on the regional dimensions of South Africa's
brand value and leadership. This is precisely because regions are crucial
platforms through which countries project their ideas, norms, and
leadership. It is also here that they build their brand equity. As such, this
article examines the kinds of norms that South Africa projects through
the region, and understands how these are perceived. Further, it
analyses the predominant ideas that South Africa articulates.