The name South Australia was not attractive enough and a business group is firmly convinced state authorities should consider a complete rebrand to lure more investments and possibly more tourists.

According to Business SA chief executive Peter Vaughan, "the words South Australia are impossible to understand," with many assuming that the name points to the vast region comprising the southern tip of the country.

Even the 'SA symbol' was a source of confusion, Mr Vaughan told The Advertiser on Monday, as people from around the world normally attribute the term to that of South Africa.

"The main fact is the words South Australia cause a problem," the business leader stressed.

He suggested that SA Premier Jay Weatherill must go beyond his planned 'rebranding' for South Australia, which was intended to make the state more recognizable outside of Australia.

"Instead of mucking around with branding, if we're going to be bold and rethink our brand how about thinking of a new name for South Australia," Mr Vaughan declared.

The rename, he added, is best done with the active participation of the public, the best sector that could offer the most create ideas of giving South Australia a new and better name to identify with.

Mr Vaughan's suggestion echoes that of the sentiments aired more than a decade by advertising expert John Singleton, who pointed out that the state carries a rather boring brand in South Australia.

It may be wise, Mr Singleton then argued, for the state to take name 'Bradman', which will honour cricket legend Donald Bradman, who calls South Australia his home.

But the idea appears to carry not much weight on Mr Weatherill, who has ordered the SA Economic Development Board (EDB) to map a plan that would rebrand the state's allure to the rest of the world but without ditching its original name.

"It's not necessary for us to rename the state to find a new brand for South Australia," the SA Premier stressed.

However, EDB chair Raymond Spencer appears more open to Mr Vaughan's radical stand, implying in a recent statement that actual debates on the matter could indeed spike up awareness of what really South Australia was all about.

Mr Spencer told The Advertiser that such discussions could serve as a solid advertising mileage for the South Australia "even if the name of the state stays the same."