Global reputation will be defined by actions

SA’s international reputation will be defined by the actions it takes to improve socioeconomically, BrandSA CEO Miller Matola said yesterday. In future, SA’s brand would be further defined by how much effort was put into implementing the National Development Plan, he said. Speaking at the release of the Reputation Institute’s findings on the state of global perceptions of SA in 2013, he said that despite the existing perceptions of a country, it was the actions of countries that ultimately defined how they were viewed in the context of a global marketplace where both investment and human capital were highly contested. Despite being affected by South Africans who were highly pessimistic about their country, those seeking to visit or invest would ultimately take action more seriously, he said.