"South Africa: Inspiring New Ways", the new slogan for championing the country locally and internationally, has been approved by the country's Cabinet following extensive development and consultation by Brand South Africa.

What the report does highlight, however, is the need for SA to change some perceptions of our investment and economic climate.
SA remains a globally competitive economy and our best practices – in banking, stock market regulation and auditing and reporting in particular – have drawn favourable ratings from other world bodies.

"One of the messages we want to spread through the forum is that corporate brands are very important in developing nation brands and nations' economies," says Miller, adding that it is through telling these stories that Africa can be "positioned as the next growth frontier in terms of investment and business".

Initiated by the International Marketing Council (IMC) of South Africa and taking place in each of the nine provinces, the summits aim to increase provincial participation in the nation-branding effort and encourage active citizenship – which, in turn, will help position the country as a top investment and tourism destination.

Chichi Maponya, the IMC board deputy chairman, said every South African should embrace the concept of building and enhancing the nation’s brand. She urged every citizen to rally behind Team South Africa, and help the IMC to fulfil its mandate. “A nation brand is a promise made. A successful nation brand is one that is kept,” she said.

Accompanied by a trade mission of over 30 senior executives and leading companies from South Africa’s mining, metals and capital equipment sectors, the first of four sectors to be profiled during the promotion, the delegation has arrived in Shanghai to introduce investment opportunities in South Africa, identify opportunities in China and enhance existing trading activities.

Themed Ke Nako! ("It's Time!"), South Africa's pavilion at the Shanghai Expo has opened its doors to visitors wanting to learn more about what modern-day South Africa has to offer, from the upcoming 2010 Fifa World Cup to tourism, trade and investment opportunities.

Positioned as a gateway to Africa for investment and trade from China, participation at Shanghai Expo becomes relevant when considering that in 2009 the total trade between China and Africa amounted to over 106 billion dollars, an increase of 45 percent over the previous year, of which South Africa accounted for 20%