The story of the South African nation finding its brand

Episode 2: Social Cohesion and Social Identities

The Brand South Africa (BSA) Domestic Perceptions Research Programme was launched in 2017 and has been tracking behavioural group trends for the past five years. In the first episode of the State of the Nation Brand series, the diverse character of the South African nation was explored through ten behavioural groups.

In Episode Two, the building blocks of the behavioural groups in the BSA Domestic Perceptions Research Programme are analysed to illustrate the complexity of nationhood in one of the most diverse countries in the world. In this episode, Social Cohesion and Social Identity are explored.