Germany Reputation and Perception Indicators of South in Germany 2014 Contents

• Overall Perceptions of • How Germany ranks in the NBI • How Germany ranks South Africa in the NBI • How Germany ranks South African cities • German Investor Perceptions of South Africa • Media Reputation Analysis • WEF Country Comparison OVERALL PERCEPTIONS OF SOUTH AFRICA Introduction

• This presentation together reputation, perception and SA research indicators on SA in Germany • The research outlines the perceptions of SA – this may not be , but, perceptions ultimately impact on decisions, behaviours, and attitudes towards a country like SA • It focuses on the reputation and perceptions of SA in the German market • The sources utilised include: – Nation Brand Index – City Brand Index – Investor perceptions research – Media reputation trends – trade indicators – By country comparison on competitiveness measures utilising WEF Global Competitiveness Report indicators Key issues

• Germany is fairly familiar with South Africa; • Positive associations with SA include , Sports, Natural Beauty, and & Investment; How Germany ranks on the NBI Firstly, let’s look at how Germany ranks in the NBI

Investment & Immigration 3 Tourism Exports 8 3

Governance 2/50 People 3 6 Culture 5 How Germany ranks South Africa on the NBI are going to look at how Germany ranks South Africa on the six pillars the NBI uses to measure reputation

25 • Work & Life 35 • Quality of Life • Educational 30 Qualifications 30 • Invest in Business 28 • Equality in Society • Visit if money 25 is no object Investment & Immigration • Science & 12 • Natural Beauty 35 Technology • Historic 38 29 Exports 30 • Buy Products 29 • Vibrant City Tourism 26 34 32 • Place • Competent & 29 Honest 25 • Welcoming 37 • Rights & Fairness Governance 29/50 People 36 • Peace & Security 23 • Close Friend 29 • Environment 35 24 25 • Employability 38 • Poverty Culture 21 15 • Sports • Cultural 25 Heritage • Contemporary 30 Culture What does the slide above tell us?

• From the central point of the hexagon we see Germany ranks SA 29th out of 50 nations • On the outside of the hexagon are the German ranking of SA on the pillars, and in the text boxes we see the sub-indicators that inform the measurement of SA’s reputation in terms of e.g. Exports, People, etc. • The highest rankings SA gets in pillars and sub-indicators are: • Culture; • People; • Sports (very strong); • Natural Beauty; • Wanting a friend from South Africa

• It should be noted that rank SA’s quality of life, poverty and fairness of governance very low CITY BRAND INDEX INDICATORS

A. How German cities are ranked on the CBI & B. How Germany ranks South African cities on the CBI • The following slides indicate how German cities rank in the CBI • Following on that we have indicators that show how Germany ranks South African cities over-all • Then the presentation will look at detailed indicators on how Germany ranks Johannesburg, Durban, and on six pillars, being: 1. Presence 2. Place 3. Prerequisites 4. People 5. Pulse 6. Potential How German cities are ranked on the CBI

Score Pre- City Presence Place People Pulse Potential (n=50) Requisites 12 8 22 5 24 17 10 31 20

32/50 47 39

8 German ranking of SA cities

Russia’s City Overall Familiarity Score (n=50) Ranking of SA cities

Johannesburg 31 43

Cape Town 35 33

Durban 49 40 Now we will look at how German ranks Johannesburg on the six pillars and associated sub-indicators: Presence, Place and Pre-Requisites

Pre- Presence Sub indicators Place Sub indicators Sub indicators Requisites

Johannesburg 41 Contribution 37 Climate – 29 38 Accommodation to the 14 40 Clean or Dirty – 38 Public Amenities 44 Attractive City - 36

Cape Town 33 Contribution 23 Climate 36 Accommodation to the world 8 28 33 Clean or Dirty Public Amenities 31 41

Attractive City 24

Durban 49 Contribution 31 Climate 31 Accommodation to the world 28 21 46 Clean or Dirty Public Amenities 27 33

Attractive City 40 Now we will look at how German ranks Johannesburg on the six pillars and associated sub-indicators: People, Pulse, and Potential

People Sub indicators Pulse Sub indicators Potential Sub indicators

Johannesburg 46 Friendly or Cold 43 Interesting for a 42 Could find a job •47 week – 46 – 34 -Could fit in with Culture Interesting to Good For •35 Live - 39 Business – 44 -Safety •46 Good higher education - 40

Cape Town 40 Friendly or Cold 20 Interesting for a 37 Could find a job •29 week – 20 – 39 -Could fit in with Culture Interesting to Good For •33 Live - 15 Business – 39 -Safety •45 Good higher education - 38

Durban 32 Friendly or Cold 48 Interesting for a 34 Could find a job •39 week - 48 – 25 -Could fit in Good For with Culture Interesting to Business - 36 •34 Live - 47 -Safety Good higher •29 education - 33 Context – over-all city rankings German Investor Perceptions of South Africa Acquaintance with South Africa

2013 (n=50) 2013 (n=50) : o f n i Source Q21 Which of the following statements, if any, best apply to you personally? Source Q22 How familiar would you say you are with South Africa?

19 Read/heard or seen about South Africa

2013 (n=50) 2012 (n=50) : o f n i Source Q20c Which of the following, if any, have you read/heard/seen anything about South Africa, be it negative or positive?

*New statements added in 2013

20 What sectors are associated with South Africa? 2012 2011 2013 (n=50) (n=50) (n=50)

66 88

42 40

64 60

50 72

40 16

18 20

36 34

36 20

18 2

22 12

16 6

2 - : o

f - - n i Source: Q.11a I’d like to know which industry sectors, if any, you associate with South Africa. For each one I read out, please indicate yes or no.

21 Feelings towards industry sectors in South Africa : o f n i Source Q11b. How would you describe your feelings regarding each industry you associate with South Africa?

Caution:* Low base size ** Very low base size 22 Feelings towards industry sectors in South Africa : o f n i Source Q11b. How would you describe your feelings regarding each industry you associate with South Africa?

Caution:* Low base size ** Very low base size 23 What would stop companies from doing business with South Africa? (Top 10 mentions) 2012 2011 (n=50) (n=50) 2013 (n=50)

20 24

14 26

- 2

8 4

2 2

4 6

- 2

6 -

2 -

: 4 2 o f n i Source: Q.12 People may have concerns about South Africa, but what are the things that would stop you from doing business with, in or from South Africa?

24 What would attract a company to do business with South Africa?

(Top 10 mentions) 2012 2011 (n=50) (n=50) 2013 (n=50)

10 2

14 20

24 6

2 2

6 -

4 -

2 10

- 2

2 6 :

o 2 - f n i Source: Q.13 Now, could you please tell me all the things that would or do attract you to do business in South Africa.

25 Media Reputation Analysis Media Reputation Trend – 2013-14

27 WEF Country Comparison WEF: German vs South Africa Comparison

29