Brand Singapore: Nation Branding in a World Disrupted by Covid-19,3rd Edition

  • 4h 2m
  • Koh Buck Song
  • Marshall Cavendish
  • 2020

How can Brand Singapore renew itself once again, amidst a global pandemic?

Reputation is precious, more than ever, in the face of deep global displacements exacerbated by Covid-19. Top talent and hot money typically gravitate only to the most attractive, respected nations. For a nation as small and as young as Singapore, its brand is its most valuable asset, as seen in its stunning ascent from Third World to First World in just 30 years since 1965, spearheaded by targeted country branding that builds on unique, longstanding brand attributes.

This fully revised and updated edition of Brand Singapore analyses the challenges and opportunities of its latest repositioning for a post-Covid-19 world. The book also examines major events of the last four years since the Second Edition, including the “Passion Made Possible” country brand concept, the 2020 General Election, the reserved Presidency and the Singapore Bicentennial’s revised perspectives on 700 years of ancient history.

“A must-read for all policy-makers and business leaders. The secret of Singapore’s success is precisely uncovered by Koh Buck Song.” – Yasu Ota, Nikkei Asian Review, Japan

About the Author

Koh Buck Song has worked on the nation branding of Singapore in various capacities, from promoting foreign investment to enhancing liveability and projecting soft power. As a country brand adviser, he has spoken extensively on brand Singapore internationally, including in Cambridge (Massachusetts), Boston, Chicago, London, Oxford, Tokyo, Tahiti, Phuentsholing (Bhutan), Shanghai and Melbourne. This is his 36th book as author/editor.

In this Book

  • Introduction
  • For Hearts and Minds—Once upon a Country Brand…
  • State of Play—The Government's “Visible Hand” in Nation Branding
  • Beyond the Singapore Girl—The Brand Promise and Positioning of Singapore Inc
  • The People's action Partly— Until “SG50”—Cultural Capital and Singaporeans' Contributions to Nation Branding
  • Hear the Lion Roar—Myth, the Merlion and Singapore's Regal Brand
  • Enough to Chew on ?—Sticky Stereotypes, “Brand Keloids” and Brand Recovery
  • Remaking Singapore – Overcoming Covid - 19—New and Future Branding Challenges Assessed
  • Endnotes