Report: Deliberations on the strategic plan of Brand South Africa, dated 26 April 2012
Communications and Digital Technologies
Report of the Portfolio Committee on Communications on its deliberations
on the strategic plan of Brand
The Portfolio Committee on Communications,
having considered the strategic plan of Brand South Africa (BSA), reports as
follows:
1. Introduction
Section 55(2) of the
Constitution of the Republic of South Africa, Act 108 of 1996, states that the
National Assembly must provide for mechanisms (a) to ensure that all executive
organs of state in the national sphere of government are accountable to it; and
(b) to maintain oversight of (i) the exercise of national executive authority
including the implementation of legislation; and (ii) any organ of state. In
terms of the Public Finance Management Act, 1999, the Accounting Officers must
provide Parliament or the relevant legislature with their respective
institutions medium-term strategic plan and where applicable with its annual
performance.
The
Money Bills Amendment Procedure and Related Matters
Act was promulgated in 2009, by which it vests powers to Parliament to reject
or recommend budgets of departments, it also makes provision for the implementation
of recommendations emanating from the committees oversight.
The Minister in The
Presidency: Performance Monitoring and Evaluation tabled the Medium Term
Strategic Plan of Brand South
BSA, formerly known
as the International Marketing Council (IMC) belonging under Government
Communication and Information System (GCIS) has been moved to the Presidency
Budget Vote 1, under Programme 4: International Marketing and Communication.
The following officials from the BSA appeared before
the committee:
Ms
Anitha
Soni
Chairperson of the
Board;
Mr Miller
Matola
Chief Executive Officer; and
Ms Alice
Puoane
Finance Director.
2.
Overview of
BSAs
strategic plan
2.1.
Brand
The programme
facilitates the transfer of funds to Brand South Africa for the agency to
develop and implement a proactive marketing and communication strategy for
BSA aspires to build pride and patriotism amongst
South Africans and contribute to social cohesion and nation brand
ambassadorship. In doing so, it will focus on marketing South Africa as a
business, obtain support from business and investments, as well as improved
partnership with the Department of Economic Development. Branding should form
an integral part of transformation aligned to the National Development Plan,
essentially providing for clear and proper guidelines toward a policy on brand
alignment for
BSA has the
following
programmes
:
Programme 1: Administration organizational and
financial management R37 856 000
To leverage
resources in order to extend the brand and messaging reach and impact in a cost
effective manner, as well as financial and performance reporting, compliance to
legislation, risk management and include joint funding and value add. In doing
so, it will ensure a sustainable organization.
Programme 2: Brand Strategy Development and Management
R58 966 000
To create and
ensure consistency in the nation brand identity and understanding of the
country image in international markets and at home. This would increase pride
and patriotism amongst South Africans.
Programme 3: Reputation Management R51 957 000
To guarantee
delivery of our promise in order to strengthen association, and influence
preference with our target audiences, managing gaps between desired image and
performance and insulating against challenges to our image. It is also to
provide actionable insight on reputation and competitiveness for guiding
stakeholders, partners as well keep BSA informed on delivering on its mandate
and gauging the effectiveness of its strategy. Also, to encourage consistent
application of nation branding strategies that deliver brand competitiveness
relevant to the countrys socio-economic needs. This would positively change
perceptions about South African amongst target audiences, as well as give rise
to an articulated and contextualized South African polity.
3.
Recommendation
The Committee
supports
BSAs
Strategic Plan and MTEF Budget
20122016.
Report to
be considered
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