Brand South Africa Chairperson Khanyisile Kweyama believes the entity has met its mandate of keeping the country's reputation and brand intact.
Addressing members of the Portfolio Committee on Communications on Wednesday as Brand SA presented its 2016/17 annual report, Kweyama said despite working against a tide, the entity has managed to meet its mandate of marketing the country's brand.
"We believe, and the record shows, that Brand South Africa has done well in terms of meeting its mandate of managing the reputation, communicating the brand as well as marketing the brand."
This year, Brand SA was among the winners at the 39th Annual Loerie Awards for the Arrive Alive campaign "After Tears". It was recognised under the Radio Crafts - SA Non-English Performance category.
Brand SA's CEO Dr Kingsley Makhubela said: "We are very grateful for the support that we have received from the department, from the DG, from our Chair and the Board most importantly. We always receive support from the Portfolio Committee and that is why we are able to [navigate] through some of the challenges during the year."
Presenting some of the operational highlights for the year, Dr Jonty Tshipa, the Director of Corporate Services at Brand SA, said the entity successfully implemented a number of campaigns during the period under review.
This included, among others, the integrated campaign aimed at promoting Constitutional awareness which saw Brand SA rolling out activations in public spaces and in the media.
Another domestic campaign that gained a lot of traction was the "Play Your Part" campaign. The nationwide campaign was aimed at lifting the spirit of the nation by inspiring all South Africans to contribute to positive change, become involved and start doing - because a nation of people who care deeply for one another and the environment in which they live is good for everyone.
Tshipa said Team South Africa worked cohesively to position South Africa as a globally competitive brand which is open for business during the World Economic Forum Davos 2017.
Speaking after the Portfolio Committee Meeting, Communications Minister Ayanda Dlodlo said Brand SA remains one of the best performing entities in government.
"Brand SA has proved to be one of the best performing entities of government and proudly I am associated with Brand SA as a Minister responsible for that entity. Year in and year out they have been able to get unqualified audit reports, but also the quality of their work, the quality of their reporting is also very good.
"They keep us informed of international trends of how people perceive and view the nation's brand and it is an entity that is more informative than anything with respect to the brand itself."