Nation Branding Singapore

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ABSTRACT

Nation branding, or country branding is a relatively new concept. The purpose of this paper is to develop a case study of Singapore as a nation brand. It will first review the conceptual foundation of nation branding and study nation branding application. This study will use the case study approach to gain insight into nation branding concept and inspect Singapore as a nation within the parameters of nation branding. The specific objectives of this paper are to first review the conceptual and theoretical foundation of nation branding by leading researchers in the marketing field; second, to examine and define nation branding and discuss its challenges. Thirdly, this paper discusses why Singapore is ideal for nation branding.

Nation Branding: A case study of Singapore

By

Yee F. Woo

Dr. Billy Bai, Committee Chair Associate Professor of Tourism & Convention Administration University of Nevada, Las Vegas

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TABLE OF CONTENTS ABSTRACT……………………………………………………………………………….iii TABLE OF CONTENTS………………………………………………………………….iv LIST OF FIGURES………………………………………………………………………...v LIST OF TABLES…………………………………………………………………….…...vi PART ONE ............................................................................................................................ 1 Introduction ..................................................................................................................... 1 Purpose............................................................................................................................ 3 Justification ..................................................................................................................... 3 Constraints....................................................................................................................... 4 Glossary........................................................................................................................... 4 PART TWO............................................................................................................................ 7 Literature Review................................................................................................................... 7 Introduction ..................................................................................................................... 7 Brand and Branding ........................................................................................................ 7 Brand.............................................................................................................................. 7 Branding......................................................................................................................... 9 Different types of branding ........................................................................................... 10 The difference between product branding and corporation branding......................... 10 Destination branding, Place branding, & Nation branding ........................................ 14 Nation Branding ............................................................................................................ 16 Country as brand.......................................................................................................... 16 Why countries should get into nation branding? ......................................................... 18

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Brand Identity............................................................................................................... 18 Brand Image................................................................................................................. 20 Brand Positioning ........................................................................................................ 22 Brand equity ................................................................................................................. 25 Provenance and country of...
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