Brand Singapore: Capturing the spirit of a nation
Publication Type
Case
Publication Date
5-2022
Abstract
The Singapore Tourism Board (STB) had been working on a new brand campaign to attract visitors to Singapore. However, instead of highlighting the country’s attractions and listing the reasons why it would be a good destination, they wanted to roll out a different kind of campaign that would resonate with consumers.
Working with the Economic Development Board (EDB), STB developed a country brand to deliver a more compelling message to tourists and investors alike. Drawing on Singapore’s early history, STB focused on telling stories that showed how Singaporeans overcame adversity on their road to success. STB worked with many people and organisations before launching the campaign about people following their passions.
After the launch of the ‘Passion Made Possible’ campaign, STB hoped for widespread adoption of the country brand and a useable framework for future campaigns.
This case can be used in undergraduate, postgraduate and executive management programmes. Case participants will learn about competitive positioning in branding and how to address consumer perceptions. The case also discusses the difficulties of nation branding and when to use pull and push marketing strategies.
Keyword(s)
Nation branding, Marketing, Advertising, Tourism, Stakeholder management, Competitive positioning
Discipline
Asian Studies | Marketing | Strategic Management Policy
Research Areas
Strategy and Organisation
Data Source
Field Research
Industry
Travel and tourism industry
Geographic Coverage
Singapore
Temporal Coverage
2020
Education Level
Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-22-0009
Additional URL
https://cmp.smu.edu.sg/case/5426
Comments
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