Abstract
The purpose of this paper was to identify stakeholder and visitor perceptions of brand images of the South African destination brand in order to examine how sport is utilised as a catalytic agent for achieving brand positioning. Following a mixed method approach, in-depth semi-structured interviews were conducted with 24 sport, tourism, and government stakeholders. Survey questionnaires were administered with 403 sport event visitors at major events across South Africa. The results show congruence between stakeholder and sport event visitor perceptions on the multi-layered brand images of South Africa. Uniquely defined city brand images raise challenges and opportunities for establishing a coherent national brand positioning. The utilisation of sport for brand positioning is greatly dependent on brand distinctiveness and dedicated stakeholder vision and policy. The study provides a framework of recommendations that practically guide key industry stakeholders on value propositions that underpin brand positioning strategies. This study also makes a contribution to existing brand positioning theories and practice by exploring the value proposition construct to a unique sport environment while employing real-life destination brand scenarios.