GLOBAL AFRICAN BRAND AND REPUTATION
ARCHITECT, ADVISOR AND AUTHOR



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Branding Government
Thebe Ikalafeng, Brands & Branding, 2005

The question is always posed whether the state can be regarded as a brand? All leading brands are identifiable by their brand symbols, the brand identity. The identity is not the brand itself, but a visual representation of "the brand inside." The national Coat of Arms, adopted by the Cabinet of South Africa, replacing the one that served the republic since 17 September 1910, is the state's highest visual symbol and singular brand identity that spans all spheres of national governenment. It is the unifying signal and embodiment of its promise, and therefore the focus of perceptions of government.