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TThe role of Marketing and Branding is to ensure a recognised, appealing, resilient and competitive tourism brand for South Africa across all markets and segments nationally and internationally. The function builds brand awareness which is essential to build brand equity to help consumers become more familiar and knowledgeable with the South African experiences. Marketing and Branding at South African Tourism involves:
- Defining our Brand and reviewing brand performance.
- Developing an understanding of the brand journey and identifying the levers that can be pulled to grow the brand.
- Building a global communication plan for the brand that is to be implemented by all stakeholders to improve consistency and impact of our brand message.
- Building knowledge and understanding of SA Tourism’s Brand Key – both within the organisation and across the external network.