Trailblazer - Neville Matjie, CEO, Brand SA

Championing The National Brand

By Jessie Taylor

Neville Matjie, the Chief Executive Officer of Brand South Africa, stands at the helm of the country’s official marketing agency and has a steadfast commitment to enhancing South Africa’s global reputation. As CEO, he has taken on a critical role: safeguarding and revitalising the national brand, advancing stakeholder engagement, and positioning South Africa as a globally competitive, admired nation.

Brand South Africa’s coordinated marketing, communications and reputationmanagement strategies contribute directly to economic growth, job creation, social cohesion and poverty alleviation by promoting South Africa as a preferred destination for tourism, investment and study.

Building South Africa’s Global Identity

Established in August 2002, Brand South Africa was created in response to the need for a coherent, powerful nation branding strategy. Its purpose is clear: to craft and promote a positive, consistent, and compelling global image of the country to bolster tourism, trade and investment.

Over the years, the agency has played a pivotal role in positioning South Africa as a competitive player in global markets, helping to dispel outdated perceptions and highlight the country’s strengths in innovation, creativity, and resilience. Brand South Africa works to ensure that the nation’s story is told authentically and confidently, emphasising shared values of democracy, diversity, and progress. Its mission is to articulate a distinctive “nation brand identity” that strengthens South Africa’s reputation and competitiveness internationally, while fostering national pride and unity. Its vision is bold: to inspire citizens and earn admiration globally. The agency encourages collaboration between civil society, business, government, and media to project a harmonised brand message.

It operates under a robust governance model: Brand South Africa reports to the Minister in the Presidency and is overseen by a Board of Trustees appointed by the President of the Republic, with Mr Matjie serving as an ex-officio executive trustee.

Before leading Brand South Africa, Mr Matjie built an impressive track record in economic strategy, trade and investment. He served as Acting CEO of the Freeport Saldanha Industrial Development Zone, seconded from the Industrial Development Corporation (IDC). His prior role as Special Advisor to the former Premier of KwaZulu-Natal focused on economic, trade and investment affairs.

Mr Matjie also headed the province’s official Trade and Investment Agency, championing initiatives such as the “One Stop Shop”, a pioneering investment facilitation centre. His skillset spans strategy development, international trade and marketing, deal-making, and business development. Throughout his career, he has led trade missions and secured over R400 billion in investment for the KwaZulu-Natal economy.

Success In Global Brand Admiration

The reach of Brand South Africa’s work is evident in the country’s remarkable recognition on the continental stage. In the 2025 Brand Africa 100 rankings - the continent’s premier brand admiration survey - South Africa was named the most admired nation brand in Africa.

This accolade stems from a rigorous, independent survey conducted across 31 African countries, involving over 85 per cent of the continent’s population and GDP. The study highlighted a sobering trend: only 11 per cent of the Top 100 most admired brands are African—the lowest share since the initiative began in 2011—underscoring the challenge of translating continental optimism into loyalty to African products and services.

Brand South Africa itself was also inducted into the inaugural Brand Africa Hall of Fame for its consistent performance among Africa’s most admired brands over the past decade-plus. Mr Matjie has said that these rankings speak to the nation’s industrial strength, entrepreneurial spirit and ability to create resonant, authentic brands that build investor confidence, fuel tourism, and unite citizens in pride.

Mr Matjie’s stewardship of Brand South Africa shines as a beacon of public-sector leadership that marries brand strategy with national development. With deep experience in trade, economic promotion, and governance, he is well-placed to animate a brand that resonates with citizens and captivates global audiences.

The accolade of “Most admired nation brand in Africa” confirms the success of his efforts and those of the agency. But beyond accolades, the real value lies in shaping perceptions that lead to jobs, investment, tourism, and national pride. Mr Matjie exemplifies public-sector leadership in a modern era, where nation branding is not peripheral but central to growth, unity and global standing.

Source: Brand South Africa | Africa CEO Forum | BDB | World Business Angels Investment Forum | Brand Africa | Africa.com