As the host of 2010 FIFA World Cup, South Africa aims to create a more compelling, dynamic brand image of the country. Its Consul General in Shanghai discusses the South African brand and its co-branding with the World Cup at the Expo.

As excitement builds around the FIFA World Cup, marketers globally want to leverage the event to build brands. But the job is especially difficult in China, where the World Cup, and soccer generally, are experienced and understood in a unique way.

As excitement builds around the FIFA World Cup, marketers globally want to leverage the event to build brands. But the job is especially difficult in China, where the World Cup, and soccer generally, are experienced and understood in a unique way.

"We now see a huge number of possibilities from South-South trade and a lot of our effort is being deployed there," [Trade and Industry Minister Rob] Davies told a news conference. The weakness of the euro and the European economy in general was encouraging this process, he said.

As the importance of nation branding and reputation management grew in importance, a need was felt by the different constituents of the South African government — South African tourism, the departments of trade and industry, and foreign affairs — to carve a more coherent positioning than ‘Rainbow Nation’.

Just over 20 years since Nelson Mandela walked to freedom, the people of the so-called "rainbow nation" will bask in the admiration of the world not only for their success in hosting such a huge event but, in a broader sense, for having maintained their country as an oasis of democratic values and an economic power in southern Africa.

South African organizers are determined to prove they can, indeed, pull off a global event, despite what the skeptics think. They have promised to curtail crime, provide adequate transportation and lodging, and fill stadiums in nine cities.

Prime Minister Manmohan Singh, on Friday, found time for a bit of soccer diplomacy, wishing South Africa a “grand success” as it gears up to host the FIFA World Cup...At a joint press meet with South African President Jacob Zuma, Manmohan Singh said: "In a week from now, South Africa will host the football World Cup. On behalf of the people of India, I have conveyed our best wishes to President Zuma for its grand success."