Without nation branding, there would be no Singapore. Without a concerted, closely-coordinated programme of nation branding over the last few decades, Singapore might not have made it from Third World to First World. Brand Singapore has helped to attract the investments, business, trade, tourism and talented human resources that have made Singapore successful today. Where can the Singapore brand go from here? What are the driving forces at work, and what could be done now to influence their potential impact on Singapore’s global image? The author, Mr Koh Buck Song, will share insights from his study of Singapore’s nation branding and discuss what are the trajectories for brand Singapore in the future.
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