Based on the content of the poem "South" by Caitlin Jenkins, it can be inferred that the poet sees the "brand" of South Auckland as one that is marked by marginalization and oppression, particularly in relation to the experiences of its Māori and Pacific Islander communities. The poem speaks to the challenges faced by these communities, including poverty, discrimination, and police violence, while also celebrating the resilience, strength, and cultural richness of the people who call South Auckland home. Through the use of powerful imagery and allusions, Jenkins highlights the complexities of the community's experiences and calls for greater recognition of its value and worth. Overall, the brand of South Auckland is one that is deeply rooted in the struggles and triumphs of its people, and which deserves to be seen and heard on its own terms.