SAMRA  ANNUAL  CONFERENCE,  2015  

Dipanjan Chatterjee Senior Vice President

Young & Rubicam/ BAV Consulting

BRAND SOUTH AFRICA

© Dipanjan Chatterjee, 2015.

THE POWER OF A NATION BRAND

Brand Stature (Esteem & Knowledge)

Bra

nd S

treng

th

(ene

rgiz

ed D

iffer

entia

tion

& R

elev

ance

)

German Perceptions of Foreign Countries US Perceptions of Foreign Countries

Japanese Perception of Foreign Counties Italy in Japan

Italy in Germany

Italy in the US

Source: BAV Consulting data

Source: BAV Brand Health, multiple countires

BRAZIL’S PERSONALITY HALO

Source: BrandAsset® Valuator, Based on analysis in USA 2013, Australia 2013, Japan 2012, South Korea 2012, Germany 2012

Brazil is known as a fun, exciting and social place – mixing a carefree energy with glamour; its brand reflects this personality around the globe, making it a great ally for energizing its partners

BRAND ASSOCIATIONS FOR NATIONS

Australia Germany

vs.

BRAND  SOUTH  AFRICA  

Bra

nd S

TREN

GTH

(E

nerg

ized

Diff

eren

tiatio

n &

Rel

evan

ce)

0

50

100

0 50 100

Brand STATURE (Esteem & Knowledge)

Source: BAV Syndicated Dataset All Adults. Brazil 2013. France 2014. Germany 2014. Hungary 2014. Italy 2013. Mexico 2012. Netherlands 2014. Switzerland 2013. UK 2014. USA 2012.

HOW SELECTED COUNTRIES VIEW BRAND SOUTH AFRICA

Brazil

France

Germany

Hungary

Italy

Mexico

Netherlands

Switzerland

UK USA

Global Perceptions of Brand South Africa Niche Leadership

Mass Market

Commodity

New, Unfocused

STRONGER EQUITY IN GERMANY THAN IN THE UK

0

20

40

60

80

100

Energized Differentiation

Relevance Esteem Knowledge

Brand South Africa Germany 2014

0

20

40

60

80

100

Energized Differentiation

Relevance Esteem Knowledge

Brand South Africa UK 2014

Source: BAV Syndicated Dataset All Adults Germany 2014. UK 2014.

0%  

5%  

10%  

15%  

20%  

25%  

30%  

35%  

40%  

Brazil   France   Germany   Hungary   Italy   Mexico   Netherlands   Switzerland   UK   USA  

DistribuIon  of  Knowledge  of  South  Africa  

Knowledge_1   Knowledge_2   Knowledge_3   Knowledge_4   Knowledge_5   Knowledge_6   Knowledge_7  

Distribution of knowledge included here.

Most people fall in the familiar range (2-7) but

on the lower end, reflecting that they’re

aware the country exists, but probably don’t know

much else about it.

COMPARES FAVORABLY TO MOST BRICS

Source: BAV Syndicated Dataset. All Adults. Germany 2014. UK 2014.

83

25 31

64

0 20 40 60 80

100

ED REL EST KNO

96

54

20

54

0 20 40 60 80

100

ED REL EST KNO

91

15 6

45

0 20 40 60 80

100

ED REL EST KNO

93

46

15

53

0 20 40 60 80

100

ED REL EST KNO

84

8 21

49

0 20 40 60 80

100

ED REL EST KNO

71

7 14

60

0 20 40 60 80

100

ED REL EST KNO

84

10 4

47

0 20 40 60 80

100

ED REL EST KNO

77

10 2

54

0 20 40 60 80

100

ED REL EST KNO

71

5 2

42

0 20 40 60 80

100

ED REL EST KNO

74

6 15

44

0 20 40 60 80

100

ED REL EST KNO

Germany 2014

UK 2014

South Africa

Comparison of BRICS Nations in Germany & the UK

KNOWLEDGE IS A DOUBLE-EDGED SWORD

12% 8%

19% 12% 13%

19% 19% 23%

38%

19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

France Germany Switzerland UK USA

Distribution of Knowledge of South Africa (7 = Max)

Knowledge_1 Knowledge_2 Knowledge_3 Knowledge_4 Knowledge_5 Knowledge_6 Knowledge_7

DIFFERENT AND FRIENDLY, BUT ALSO UNAPPROACHABLE

Source: BAV Syndicated Dataset All Adults. Brazil 2013. France 2014. Germany 2014. Hungary 2014. Italy 2013. Mexico 2012. Netherlands 2014. Switzerland 2013. UK 2014. USA 2012. Note: Perceptions are based on a global average of the aforementioned countries.

Global Perceptions of Brand South Africa

RELATES TO EXCITEMENT, ENERGY, RUGGEDNESS, AND GUILTY PLEASURE?

Consumer Views of Brand South Africa

is like…

Source: BAV Syndicated Dataset All Adults. USA 2012. Brazil 2013. Netherlands 2014. Switzerland 2013.

USA Brazil Switzerland Netherlands

TO UK BRAZIL IS MORE FUN AND TRENDY, SOUTH AFRICA MORE RUGGED AND UNAPPROACHABLE

Fun

Trendy

Energetic

Glamorous

Intelligent

Arrogant

Unapproachable

Rugged

South Africa vs. Brazil

Source: BAV Syndicated Dataset All Adults UK 2014.

THANK  YOU   Connect on LinkedIn https://www.linkedin.com/in/branddipanjan Email me dchatterjee@bavconsulting.com Contact me Young & Rubicam/BAV Consulting 3 Columbus Circle New York, NY 10019