2 days Ago By SABC
The eThekwini Ratepayers and Residents Association (ERRA) has threatened to take action against the eThekwini Municipality’s proposed R2.8 million rebranding initiative.The metro says the move aims to create a new city logo reflecting its evolving identity.
The proposal has been met with strong opposition, particularly from organisations representing residents.ERRA president Ish Prahladh says the funds should instead be spent on essential services like water, sanitation and road repairs.“I think it’s a disgrace when something like this is mentioned; when people are suffering without water and you’re spending R2.
8 million on something that’s not even necessary. Because all they do is they just put stickers on the vans and that can’t cost R2.8 million.
There is no investment in this country at the moment because I mean even the outsiders are looking at us and they say, these guys have got no water, the infrastructure is falling. How are we going to go and visit this country when the sewers are all over the street, the sewers on the beaches? What is tourism? Tourism means clean beaches, clean places, good infrastructure, not rebranding. Rebranding doesn’t make tourism better, really.
”In August 2023, opposition parties were upset with a decision by the eThekwini Municipality to host a lavish R1.7 million award ceremony paid for by ratepayers.The eThekwini Municipality City Stars Awards is an annual event that aims to reward the metro officials for their work.
Various political parties believe ratepayers’ monies could have been used to fix the crumbling infrastructure and improve service delivery.Related video | eThekwini Municipality faces backlash for spending R1.7 million on City Stars awards:‘Improved services’In a statement issued last week, the metro says the rebranding aims to improve service delivery and organisational culture.
“Over time, several sub-brands were developed internally, which bore little to no visual connection to the main brand. Externally, residents do not relate to the current logo. Therefore, the goal of the rebranding project is to create a new logo that reflects the city’s evolving identity, future aspirations and a brand that resonates with all eThekwini residents and stakeholders.
”It added that the new logo will symbolise unity, a commitment to enhanced service delivery, and a responsive municipal administration. “The rebranding project should not be viewed in isolation, rather, it is an integral part of the city’s broader marketing strategy aimed at strengthening the city’s identity and promoting its marketability.”.
