The role of public relations in building a south African brand in the UK

Abstract

The study highlights that there are currently many opportunities for South African brands in the United Kingdom (UK), with Brexit and the rise of the UK middle class. However, expansion can be a significant financial gamble and not all South African brands have been successful in the competitive UK market. The purpose of the study is to support South African brands in minimising their risk of failure in the UK. Research has shown that Public Relations (PR) has an important role to play in building a South African brand in the UK. This study aimed to determine which PR strategies will build a brand in the UK, with a focus on the PR success that Nando’s UK* has achieved. The study asked Nando’s London consumers, building on existing literature: How is your perception of Nando’s shaped? What were the key influencing factors? In-person London consumer interviews were scheduled, followed by an online survey to reach more London consumers. The study revealed that for a South African brand to succeed, it needs to invest in a long-term PR strategy. The strategy should focus on delivering good first impressions, building a strong, unique brand and a brand that is trusted to do the right. To succeed in the UK, South African brands should define their personality, confidently and consistently express their brand essence and showcase the quality of their product or service, as Nando’s has.