By Koh Buck Song
Reputation is useful. most sensible expertise and scorching cash gravitate in basic terms to the main beautiful, revered countries. For a rustic as small and as younger as Singapore, its model is its most precious asset.
Singapore’s lovely ascent from 3rd international to First international in an issue of 30 years used to be spearheaded via a concerted, closely-coordinated programme of country branding. model Singapore helped to draw the investments, enterprise, exchange, tourism and proficient human assets which are the lifeblood of a profitable kingdom. this day, the city-state is understood the world over as a dynamic, secure, corruption-free position to do enterprise, a backyard urban, and more and more, a colourful urban of tradition and the humanities. In international surveys of caliber of existence, Singapore frequently tops the charts.
How did Singapore create this kingdom model, domesticate and shield it, promote it to its “shareholders”, and make it recognized to the area? Drawing on 20 years within the country branding video game, Koh greenback tune deals an illuminating within examine – and candid critique of – a rustic model that's as wealthy in source because it is powerful with promise.
Since the 1st book of this booklet in 2011, Singapore has celebrated its golden jubilee of independence, passed through a watershed common election and the loss of life of founding father Lee Kuan Yew, and obvious its state model upward thrust and fall amid the disruptions of an more and more divisive international (Brexit, Trump, China, etc). This well timed moment variation explores the results of some of these elements on Singapore’s future.
Read or Download Brand Singapore (Second Edition): Nation Branding After Lee Kuan Yew, in a Divisive World PDF
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