State Entity to Lead Continental Debate on National Reputation as Policy Tool

Brand South Africa will anchor the Africa Global PR Week as Strategic Nation Branding Partner when the summit convenes in Nairobi from August 26 to 28, 2026, placing the state entity at the centre of a continental policy conversation about how national reputation functions as a governance and economic instrument.

The partnership reflects a broader institutional recognition that a country’s international standing is not merely symbolic. It shapes investment flows, tourism, talent attraction and diplomatic leverage. Mary Njoki, Chair of the Africa Global PR Week, framed the collaboration in those terms directly. “Nation branding is no longer simply about image, it is about trust, competitiveness, investment, influence and leadership,” Njoki said. “We are honoured to welcome Brand South Africa to anchor this important continental conversation.”

The summit will bring together communication professionals, government leaders, corporate executives, investors, academics, media practitioners and emerging leaders from across Africa and beyond. Brand South Africa’s institutional role will position the organisation at the centre of discussions on how African governments can build trusted, competitive national brands capable of shaping global perceptions and strengthening international relationships.

A centrepiece of the programming is the Brand South Africa Masterclass on Nation Branding. The session will draw communications professionals, policymakers, business leaders and academics into a practical examination of how countries build, protect and strengthen resilient national reputations in an increasingly competitive global environment. The Masterclass will address the strategic role of nation branding in shaping perceptions, reinforcing national identity and translating reputation into measurable economic and diplomatic outcomes.

A high-level National Branding Fireside Chat with Her Excellency Salome Mmola, South Africa’s High Commissioner to Kenya, will also feature on the programme. Mmola is expected to address South Africa’s approach to diplomacy, reputation management and international positioning, and to examine how strategic communication can help governments build trust and convert national standing into economic opportunity.

Jimmy Renamane, General Manager Global Markets of Brand South Africa, made the accountability dimension of the organisation’s mandate explicit. “A country’s reputation is one of its most important assets. It influences how the world understands our people, our values, our capabilities and our potential,” Renamane said. “Through platforms such as the Africa Global PR Week, we are able to advance the strategic work of nation branding, deepen partnerships across the continent and demonstrate how reputation can support investment, tourism, talent attraction and long-term competitiveness.”

The summit will also examine how African countries can work collectively to strengthen the continent’s global narrative while building distinctive national brands that reflect individual identities, strengths and ambitions. Against the backdrop of Africa’s growing role in the global economy, discussions will consider how nation branding contributes to investment, trade, innovation and stronger cross-continental partnerships.

What may prove most consequential for the governance of continental reputation is a first: the summit will host the launch of the Africa Brand Index, a new measurement and benchmarking tool designed to assess how African nations are perceived on the global stage. The index introduces a formal accountability mechanism, giving governments and oversight bodies a structured basis on which to evaluate the effectiveness of their nation branding mandates and public diplomacy strategies.

Through its participation, Brand South Africa will also engage regional and international media on South Africa’s nation branding journey and its public diplomacy priorities. Whether the Africa Brand Index, once operational, will carry sufficient institutional weight to influence how governments allocate resources to reputation management remains the open question heading into Nairobi.