Brand South Africa : Dutch impressions of the ‘Rainbow Nation’
Freemantle, Simon Arthur Christopher
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This thesis aims to assess what perceptions a sample population of Dutch students in Amsterdam have of South Africa from a broad range of social, political and cultural indicators. Until now, research into the existent perceptions regarding South Africa in the international community has been limited, which has implications for the formulation of its branding strategies and the possibility of their successful implementation at a crucial stage in the development of the country’s international reputation. Based on a theoretical framework which assumes the potential of nation branding for developing states, this thesis aims to provide an assessment of several historical and contemporary challenges faced by Brand South Africa, the most salient of which are linked to the fundamental need for consistency in the promotion of the nation’s identity. This analysis introduces the empirical research upon which the study is based and thereby explains the ambiguous nature of South Africa’s post-Apartheid brand identity.