BRICS becomes a global brand


The political alliance of BRICS nations has become a distinct global brand in its own right; research conducted by Brand South Africa – a marketing agency of the government of South Africa – shows.

“In an ironic twist of geopolitical fate in the 21st century, the five developing nations of BRICS have become advocates of free global trade and of globalisation, promoters of protection for the environment in light of global climate challenges and a force that advances the cause of an integrated, international, multipolar international order,” said Dr Petrus de Kock, Brand South Africa General Manager for Research.

In a research report released this week and entitled, The BRICS Brand: from economic concept to institution of global governance, Brand South Africa examined whether the BRICS alliance could be approached or analysed as an emerging institution of global governance and therefore a brand in its own right.

The research explored how the increased formalisation of intra- and inter-BRICS interactions, the establishment of institutions such as the BRICS New Development Bank and increased interaction on platforms such as the Business Council and Think Tank structures also lead to the development of the BRICS collective image.

Since inception and leading up to the 2018 BRICS Summit, the BRICS Research Group found that there have been more than 160 formal meetings between members and 60 documents that were implemented through working groups and coordination mechanisms.

Furthermore, between 2009 and 2017 BRICS nations have made a total of 406 commitments and implemented 70% of Summit decisions.

Dr de Kock explained that the results were surprising. He said the research had disproved what sceptics argued, that due to the diverse nature of the member states’ internal composition, and geopolitical and economic policy objectives, the organisation would find it hard to cohere and develop.

The research has shown that the geographic and internal diversity of the member states are actually an asset that has served to strengthen cooperation while simultaneously increasing the soft power impact of the member states.

“The development of the BRICS brand takes place in a post-Global Financial Crisis world characterised by growing protectionism, trade wars and turbulent political change. The developments in the global economy and geopolitical environments play a major role in driving the search for strengthened, deepened and institutionalised BRICS interactions. BRICS nations have been bucking these global trends of anti-globalisation and counter-integrationist discourses and as a result, have anchored their own economies through the BRICS partnerships,” said Dr de Kock.

The research report captured findings related to three specific aspects of the BRICS brand:

• The emergence of the BRICS as an institution in the global governance arena;
• How the institutionalisation of the BRICS contributes to the development of the BRICS brand; and
• How the BRICS brand presents a unique case of compound soft power or the multilateralisation of soft power?

“The BRICS countries connect 42% of the world’s population and are establishing new institutions and hosting conversations to create a world where bricks are there to build bridges of mutual understanding, and not create walls of division, conflict, exploitation, nationalism, prejudice and exclusion,” concluded Dr de Kock.


About Author

Thabo Mphahlele is the BizNis Africa Head of Sales and Marketing. Mphahlele was previously MultiChoice Production Support Analyst responsible for developing and monitoring applications. In addition, Mphahlele develops and automates batch scripts and is responsible for the daily infrastructure maintenance at MultiChoice. As a Production Support Analyst, he is responsible for incident analysis solving , developing and constructing business reports for SQL and Oracle and implement change controls for the business. Additional responsibility includes monitoring system performance via SOA, Kibaba (Elasticsearch), H.P BSM, HP Sitescope. Mphahlele is responsible for creating infrastructure performance reports through HP Ops Analytics, monitoring payments via Splunk and in-house built-in tool and disaster recovery simulation and testing. At Nashua Mobile, he was responsible for application development and enhancing the web sites At South West Gauteng College, he was the IT Technician and Network Administrator. During his tenure at Double Digit Media, he was he focused on application and web site development for new and existing clients Mphahlele contributes as a Content Manager for BizNis Africa.

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