By Koh Buck Song

with no country branding, there will be no Singapore.

Reputation is invaluable. most sensible expertise and sizzling cash gravitate merely to the main beautiful, revered countries. For a rustic as small and as younger as Singapore, its model is its most dear asset.

Singapore’s wonderful ascent from 3rd global to First international in an issue of 30 years was once spearheaded by means of a concerted, closely-coordinated programme of state branding. model Singapore helped to draw the investments, company, exchange, tourism and proficient human assets which are the lifeblood of a profitable kingdom. this present day, the city-state is understood across the world as a dynamic, secure, corruption-free position to do company, a backyard urban, and more and more, a colourful urban of tradition and the humanities. In worldwide surveys of caliber of lifestyles, Singapore frequently tops the charts.

How did Singapore create this state model, domesticate and defend it, promote it to its “shareholders”, and make it identified to the area? Drawing on 20 years within the state branding online game, Koh greenback track 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 booklet of this ebook in 2011, Singapore has celebrated its golden jubilee of independence, gone through a watershed basic election and the loss of life of founding father Lee Kuan Yew, and noticeable its kingdom model upward push and fall amid the disruptions of an more and more divisive global (Brexit, Trump, China, etc). This well timed moment variation explores the results of most of these components on Singapore’s future.

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