South Africa has one of the best-known country brands in Africa. Its landscapes, wildlife and history make it widely recognised, and it has led the continent in several soft power and country brand rankings.
This profile looks at how South Africa is positioned, how it is read from outside, and where the two pull apart, drawing on the major rankings alongside our own coverage of the country and the continent since 2015.
Country Brand Strength
South Africa has ranked first in Africa in Brand Finance‘s Global Soft Power Index, in the low forties globally. It sits at a similar level in the Anholt-Ipsos Nation Brands Index. Much of its score comes from familiarity, while perceptions of governance and corruption hold it back.
Sithembile Ntombela of Brand South Africa told us that the brand has moved from projecting possibility to working strategically, using real-time sentiment tracking to correct misconceptions and to point to progress. Its story is shifting towards science, technology and renewable energy, and its Play Your Part ambassadors carry the brand into communities.
Economic Position
South Africa ranks around sixtieth in IMD’s World Competitiveness Ranking, with weaker scores for government efficiency and infrastructure. Its country brand for trade and investment is stronger: Bloom Consulting’s trade edition places it first in Africa, helped by investment in renewable energy and green hydrogen projects.
Ntombela defines success in the same terms: not better perception alone, but more investment, growth, jobs and a sense of ownership among citizens. Her advice to other African nation brands includes a demanding condition: policies must stay true to the brand promise.
Appeal to Talent
South Africa ranks in the high sixties of INSEAD’s Global Talent Competitiveness Index, strongest in attracting talent. Expat surveys place it near the bottom overall, though high for leisure. The University of Cape Town is the country’s highest-ranked university.
Sustainability and Quality of Life
Sustainability and wellbeing are South Africa’s weakest areas in the rankings, from the Environmental Performance Index to the Sustainable Development Report and the Global Peace Index.
Its tourism marketing has long used storytelling to support inclusive and responsible tourism. Themba Khumalo of South African Tourism and Thulisile Galelekile of KwaZulu-Natal described the country’s destination marketing at national and provincial level.
What Stands Out
South Africa is recognised well ahead of what most rankings say about its current performance. That recognition is an asset few countries on the continent have.
In TPBO’s reading, Brand South Africa knows where the gap lies and has built the tools to track it. The open question is whether the new story of science, technology and renewable energy can be backed by visible results quickly enough, given governance and security scores that the brand itself cannot change.
Brand South Africa promotes science, technology and renewable energy. What people find first is wildlife, scenery and headlines about governance.
Its landscapes, history and people are recognised without explanation. The new technology story is more widely shared among emerging economies.
Investment in renewable energy supports the new story. Competitiveness, governance and security rankings do not yet.
Positions are relative to the places in TPBO’s editorial record and based on public material only.
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From Our Archive
- 2025Branding South Africa: behind the scenes with Sithembile Ntombela
- 2024South Africa country showcase
- 2024Pumela Salela on branding Africa one country at a time
- 2020Themba Khumalo on South Africa’s destination marketing strategy
- 2019Sithembile Ntombela on how South Africa approaches nation branding
- 2019Thulisile Galelekile on how KwaZulu-Natal approaches destination marketing
- 2017Mariette du Toit-Helmbold on destination marketing and Brand South Africa
- 2016Thebe Ikalafeng on the branding and reputation of Africa
- 2014South Africa: storytelling for responsible tourism
About this profile. We combine the main international rankings, including Brand Finance‘s Global Soft Power Index, with our own interviews and reporting. Rankings change every year, so positions are described in broad terms. See the rankings and indices we follow, or explore our other country profiles.