But does it work?

Does the perception of “Brand South Africa” matter?

Are countries’ reputations – or “brands” – important?

Can a good country image lead to, for example, increased exports?

Many governments devote resources to improve their countries’ brands; but is this effective?

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice.

Scroll down to listen to the audio.

Brands are driven by sentiment as much as by fact.

Andy Rice (branding and advertising expert )

There is little evidence that campaigns to improve the perception of a country work.

Andy Rice (branding and advertising expert )

Japan has the strongest country brand on Earth. High levels of differentiation works to their advantage as well as their economic might.

Andy Rice (branding and advertising expert )

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