With a tip of the hat to names like Michael Fay, Oliver Fricker and Wrigley's, Singapore’s international brand image, as viewed through Western lenses, may be that of a harsh nanny state. But of course, recent megaprojects and events are starting to change perceptions. Yet, even with new coats of polish on an enhanced cosmopolitan brand, blemishes from the past remain – scars that are better left unpicked, says author Koh Buck Song at a Singapore Management University talk.
Business | Marketing
Copyright Owner and Holder
Copyright © Singapore Management University 2012
Singapore’s brand “keloid”: Going beyond canes and chewing gums. (2011). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/319