Koh Buck Song

Brand Singapore. How nation branding built Asia’s leading global city

Without nation branding, there would be no Singapore. Reputation is precious. Top talent and hot money gravitate only to the most attractive, respected nations. For a country as small and as young as Singapore, its brand is its most valuable asset. Singapore’s stunning ascent from Third World to First World in a matter of 30 years was spearheaded by a concerted, closely-coordinated programme of nation branding. Brand Singapore helped to attract the investments, business, trade, tourism and talented human resources that are the lifeblood of a successful nation. Today, the city-state is known internationally as a dynamic, safe, corruption-free place to do business, a Garden City, and increasingly, a vibrant city of culture and the arts. In global surveys of quality of life, Singapore regularly tops the charts. How did Singapore create this country brand, cultivate and guard it, sell it to its “shareholders”, and make it known to the world? Drawing on two decades in the nation branding game, Koh Buck Song offers an illuminating inside look at — and candid critique of — a country brand that is as rich in resource as it is potent with promise.
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    Margarita Minasyanmembuat kutipan6 tahun yang lalu
    In the global nation branding game, there is no such thing as “job done”, only an unending effort of branding, brand management and rebranding. In Singapore’s case, the city state – politically conditioned over the years to keep running an endless marathon of self-improvement – has already achieved a remarkable amount in what has often been called its ability to “punch above its weight”.
    Margarita Minasyanmembuat kutipan6 tahun yang lalu
    What governments actually do, instead of what they say, is the key to a successful nation branding effort.
    Margarita Minasyanmembuat kutipan6 tahun yang lalu
    The underlying nation branding wisdom here is that, for global brand perceptions about a country image to really change, the reality has to change first, such as South Africa abolishing apartheid. If it had not done so, no amount of advertising would have made the soccer World Cup Finals in 2010 the success that it was in enhancing South Africa’s nation branding, and then the “waka waka” in the theme song by the singer Shakira would have remained just a song and dance and no more.

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