23 MARCH 2018
Durban Has Most Improved Image, Survey Finds
Adding another feather to its cap, the 2017 City Brand Index (CBI) has revealed that Durban has achieved the most success in improving its image in 2017.
The announcement was made by Brand South Africa. This accolade comes after Durban was named as the South African City with the highest quality of life for the fourth consecutive year in the international Mercer’s 20th Quality of Living Survey.
EThekwini Mayor Zandile Gumede said these accolades were testament to eThekwini Municipality having one of Africa’s best service delivery programmes, which continues to make a positive impact in the lives of its 3.7 million residents.
“We have worked hard to position eThekwini as a world-class City. We have implemented numerous measures to improve our image and remain competitive not only through marketing but also through ensuring that we reach the targets that we have set for ourselves in all areas.”
Mayor Gumede said the Municipality’s success in improving its image is also a result of increased focus on investment promotion, successful staging of events and programmes, greater resources applied towards marketing as well as ongoing powerful clean-up and safety programmes.
“The announcement comes at a time when we are still celebrating the announcement made earlier this week that Durban for the fourth consecutive year has been ranked the South African City with the highest quality of life. Both accolades mean that we are on the right path and growing as the City,” added Mayor Gumede.
Findings from the 2017 CBI, which measures the relative global reputation of three South African cities, indicates that of all the South African cities, Durban has achieved the most success in improving its image in 2017, as it moves up by two positions since 2015, with an overall CBI 2017 rank of 46.
The 2017 CBI reveals that South African cities are continuing to maintain or improve their positions as global citizens have displayed increasing appreciation for South African cities. According to Brand South Africa, this means that what cities offer residents and the world is a key determinant factor in shaping the reputation and competitiveness of the country as a whole.
Brand South Africa’s General Manager for Research Dr Petrus de Kock said: “The implication of these dynamics is that the economic, cultural/identity, and political outlook of the country can under no circumstances ignore the critical role urban areas, cities, and metro’s play in shaping the fate of the nation and the Nation Brand.”
He said there is a dynamic inter-relationship between the global profile, positioning and reputation of the City and the Nation Brand. “The global profile, reputation, and positioning of the South African Nation Brand is directly influenced by dynamics of urbanisation, its cities, and metropolitan areas,” said Dr de Kock.
Brand South Africa’s research team has analysed the state of South Africa’s major cities namely Johannesburg, Cape Town and Durban and noted that the fate of nearly 65 percent of the population is tied to the success of urban areas, cities and metros. However, they also observed that at a global level, the improved reputation, visibility, and successes of cities and metros directly impacts on the profile and reputation of the national brand.
The 2017 CBI further reveals that since 2015, Durban’s rank has improved by one position in the Presence, Place, and Prerequisites Indices and by two in the Pulse Index while it moved by three in the Potential Index and by four in the People Index. Durban ranks 49th in Presence, 42nd in Place, 41st in Prerequisite, 40th in People, 47th in Pulse, and 39th in Potential.
Issued by the eThekwini Municipality’s Head of Communications Tozi Mthethwa
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