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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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  • David Rettig Hinojosaцитує2 роки тому
    Simon Anholt, the British policy advisor and author, is credited as the pioneer of this field, and he first used the term “nation branding” in 1996 and published it in 1998 in an article titled “Nation brands of the twenty-first century” in the Journal of Brand Management. In December 2009, Anholt was awarded the Nobels Colloquia Prize for Leadership in Economics and Management – judged by a committee of ten Nobel Laureates in Economics – “for his pioneering work on understanding and managing the identity and image of nations, cities and regions; and the impact of reputation on their prosperity and competitiveness.”
  • David Rettig Hinojosaцитує2 роки тому
    third-party endorsement, then, is the holy grail of branding.
  • David Rettig Hinojosaцитує2 роки тому
    The most successful branding and rebranding efforts manage to tap into the subconscious.

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