The index, compiled annually by Brand Finance, places South Africa 43rd out of 193 countries, down from 36th in 2020, amid intensifying competition from emerging global brands and persistent concerns over governance and economic stability.<\/p>\n
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The index measures a country\u2019s ability to influence global perceptions through reputation, culture, policy, international relations and economic attractiveness. Jeremy Sampson, Chairman of Brand Finance Africa, told Channel Africa on Tuesday that soft power is becoming more significant at a time when geopolitical tensions and conflict have reshaped global dynamics.<\/p>\n
<\/p>\n
\u201cSoft power is essentially persuasion rather than force; it\u2019s a country saying, \u2018Come and look at us, we\u2019re a great place to visit or invest,\u2019\u201d he said. The index evaluates eight pillars, ranging from business and trade to governance, culture, education, media, international relations and sustainability.<\/p>\n
<\/p>\n
Sampson noted that SA\u2019s most significant declines were in governance and perceptions of ease of doing business. Red tape, regulatory uncertainty and policy concerns, particularly around Black Economic Empowerment (BEE), have contributed to weakening investor confidence. \u201cSome global companies are withdrawing. Talking is not action, and that\u2019s what business needs,\u201d he said.<\/p>\n
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Other African countries recorded modest improvements. Nigeria climbed six places to 71st, rebounding after economic turbulence and a major currency devaluation. Kenya rose to 88th, and Tanzania to 94th. Rwanda, however, fell more than 20 places, a drop Sampson largely attributed to heightened international scrutiny of its conflict with the Democratic Republic of Congo.<\/p>\n
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Sampson argued that improving Africa\u2019s soft power requires governments to prioritise business competence and foster stronger partnerships with the private sector. He pointed to early post\u2011apartheid SA as an example of effective collaboration.<\/p>\n
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\u201cDecision\u2011makers need real business experience. Bringing public and private expertise together can make a major difference,\u201d he said.<\/p>\n
<\/p>\n
–ChannelAfrica–<\/p>\n
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