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Does institutional nation branding exist in a Singaporean context?

Author

Listed:
  • 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)

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.

Suggested Citation

  • Irene Roozen & Judith Chia & Mariet Raedts, 2017. "Does institutional nation branding exist in a Singaporean context?," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 325-347, November.
    • Handle: RePEc:pal:pbapdi:v:13:y:2017:i:4:d:10.1057_s41254-017-0056-8
    DOI: 10.1057/s41254-017-0056-8
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    Cited by:

    1. Hun Shik Kim & Seow Ting Lee, 2021. "Peace talks: public diplomacy and place branding in the 2018 Trump–Kim summit in Singapore," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(2), pages 155-167, June.

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