Does institutional nation branding exist in a Singaporean context?

Irene Roozen (), Judith Chia and Mariet Raedts ()
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Irene Roozen: Department of Marketing, KU Leuven Campus Brussels
Judith Chia: Department of Marketing, KU Leuven Campus Brussels
Mariet Raedts: Department of Marketing, KU Leuven Campus Brussels

Place Branding and Public Diplomacy, 2017, vol. 13, issue 4, No 5, 325-347

Abstract: Abstract Branding is seen as a way for nations to differentiate themselves in an era of increasing and intensifying globalisation. Singapore is no exception, and nation branding plays an important role in Singapore’s economic policies. The government has been proactive in taking a leading role in guiding Singapore’s economic growth strategy in the hope of developing an added comparative advantage and has subsequently made strong efforts to communicate and “brand” this. This includes institutional nation branding efforts of national government departments, transnational economic institutions, tourism boards and related private industries. In this study we focus on the framework of nation branding in Singapore. Our research explores the concept of branding according to Singaporean practitioners and investigates how agents and agencies of the Singapore Government define and communicate Singapore’s brand.

Keywords: country branding; country of origin; nation branding; place branding; qualitative research; Singapore (search for similar items in EconPapers)
Date: 2017
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41254-017-0056-8

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