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Koh Buck Song

Brand Singapore. How nation branding built Asia’s leading global city

  • David Rettig Hinojosahas quoted3 years ago
    Simon Anholt, the British policy advisor and author, is credited as the pioneer of this field, and he first used the term “nation branding” in 1996 and published it in 1998 in an article titled “Nation brands of the twenty-first century” in the Journal of Brand Management. In December 2009, Anholt was awarded the Nobels Colloquia Prize for Leadership in Economics and Management – judged by a committee of ten Nobel Laureates in Economics – “for his pioneering work on understanding and managing the identity and image of nations, cities and regions; and the impact of reputation on their prosperity and competitiveness.”
  • David Rettig Hinojosahas quoted3 years ago
    third-party endorsement, then, is the holy grail of branding.
  • David Rettig Hinojosahas quoted3 years ago
    The most successful branding and rebranding efforts manage to tap into the subconscious.
  • David Rettig Hinojosahas quoted3 years ago
    hearts, then minds. You must win over the first before you can affect the second.
  • David Rettig Hinojosahas quoted3 years ago
    This Google trick – of influencing what is said about your brand on a Google search, or what comes up top in such searches – is even harder to pull off when it comes to nation branding.
  • David Rettig Hinojosahas quoted3 years ago
    countries, unlike corporations, it is more difficult to change names and start all over again
  • David Rettig Hinojosahas quoted3 years ago
    nation branding, time can heal almost all wounds.
  • David Rettig Hinojosahas quoted3 years ago
    Branding is the sum total of actions taken to shape perceptions, so as to achieve top-of-mind awareness.
  • Margarita Minasyanhas quoted9 years ago
    In the global nation branding game, there is no such thing as “job done”, only an unending effort of branding, brand management and rebranding. In Singapore’s case, the city state – politically conditioned over the years to keep running an endless marathon of self-improvement – has already achieved a remarkable amount in what has often been called its ability to “punch above its weight”.
  • Margarita Minasyanhas quoted9 years ago
    What governments actually do, instead of what they say, is the key to a successful nation branding effort.
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