Collective ambition, equality, pride, emotional connection, performance, competitiveness – these are all attributes that must be plumbed in building a nation brand, say the experts. South Africa must find what makes it exciting to others and build on this, adding a big dose of confidence.
Once sworn enemies, in 2012 Angola became South Africa's biggest trading partner on the continent. More than 22 bilateral agreements across a wide range or sectors have been signed between the two nations, and the South Africa-Angola Chamber of Commerce advises local companies on operating in Angola.
South Africa places highly in several international rankings on competitiveness and governance, but some sticking points keep it back, most notably that it is a country of economic extremes. The National Development Plan aims to overturn this status and bring equality; such a change will have a knock-on effect on competitiveness.