The mandate of the IMC is to build South Africa's national brand reputation in order to improve South Africa's global competitiveness, to develop and articulate the value proposition and positioning that will drive the long- term reputation of Brand South Africa, to build pride and patriotism among South Africans with the aim of uniting the nation by encouraging all South Africans to "live" the Brand, and in so doing define "South Africanness". The ultimate aim is to increase South Africa's global competitiveness by developing symbiotic partnerships with all stakeholders who deliver on (and leverage) the national brand and aligning them to enhance South Africa's reputation.