Brand South Africa

Task

To position South Africa as a global destination brand  (2003)

Methodology

Facilitated an Imbizo involving all country managers, portfolio managers, agencies, global managers

Defined the global brand positioning platform

Defined how the global brand will be translated in-market

Developed country business and brand plans

Defined tool-kits required to support in-market activities

Results

Company-wide understanding of the global brand positioning

Volume growth in arrivals



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