The Strategic Analysis of Singapore`s Brand and Rebrand Campaigns

Ruxandra Popescu and Razvan-Andrei Corbos ()
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Razvan-Andrei Corbos: The Bucharest Academy of Economic Studies, Romania
Authors registered in the RePEc Author Service: Răzvan Andrei Corboș

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2011, vol. 12, issue 2, 332-349

Abstract: Uniquely Singapore and YourSingapore! Brand and rebrand! 2004 and 2010! From the economic point of view Singapore has grown exponentially in the last half century. The beginning of the third millennium has brought the need of finding new sources of growth by correctly identifying the opportunities that the competitive environment has to offer. Thus, a branding campaign was born in order to present Singapore as a unique tourist destination: a dynamic state, rich in contrasts and colors, offering a mix of culture, art, architecture and cuisine in a unique blend of modernity and tradition. Even if in 2009 the effects of the economic and financial crisis temporarily limited the upward trend of the campaign’s positive effects, the Singapore authorities found new tools to improve the country’s brand by adapting to new digital media, promotion through events and direct-marketing aggressively. The paper analyses how the campaigns were created and applied branding / rebranding of the city-state of Singapore in 2004 and 2010, as well as the economic effects of these efforts that have proved successful.

Keywords: country brand; rebranding; tourism brand; promoting campaigns; strategic development; economic crisis. (search for similar items in EconPapers)
JEL-codes: M30 M37 M39 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:12:y:2011:i:2:p:332-349

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