Brand Singapore (Third Edition): Nation Branding in a World Disrupted by Covid-19

by Koh Buck Song

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

Genres: Nonfiction

304 pages, Paperback

First published August 1, 2011

About the author

Koh Buck Song born 1963, has an MA in English from Cambridge University, UK. He went to Harvard University in the United States in 2003, to do a Master in Public Administration degree as a Mason Fellow at the Kennedy School of Government. This is his sixt book. His poems have been featured in publications and on Singapore TV and radio, and also at the National Museum and the Esplanade- Theatres on the Bay arts centre.

(Excerpt from The Ocean of Ambition)

Reviews

[Francesco · Rating 4 out of 5]

Excellent third edition of a classic read on nation brand, and how Singapore has worked hard to develop and adapt a consistent national narrative and "brand identity" through the decades. A must-read on country branding.

[yuyin]

author really likes metaphors. book had a lot of information some more interesting than the others.. the history of singapore - sang nila utama, past branding campaigns (from a public sector POV) which i enjoyed reading. was less interested (kept zoning out) on the arts & culture part. but i can blame that on my govt! for not instilling in me the hunger for it. very interesting insight into the whole discourse on "nanny" state - loved that, recognised that im super mollycoddled and entitled but its like the lazy passiveness has seeped into my soul. too late!

[Steve Lim · Rating 4 out of 5]

Informative. As a Singaporean who worked overseas and having witnessed the power of the Singapore brand,I enjoyed the information presented in this book. It sort of helped me form an understanding how our brand came about and made me appreciate brand Singapore.

[Sadie-Jane Huff · Rating 3 out of 5]

Some interesting takes on Singapore. It helped a lil with my paper. Was expecting something else though when I first saw the title.. still a decent read