Nation Branding: Presenting the image that matches national identity

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

7-2010

Abstract

Brand launches are, more often than not, quiet affairs. Attention-hungry marketers might sometimes resort to controversies, so as to leverage on hype. Even then, it may take a fair amount of provocation and amusement just to get the slightest response from the modern-day multi-tasking, attention-deficit consumer. Contrast this with the launch of Singapore's latest tourism brand, YourSingapore, earlier this year – an event that elicited some fervent objections from the public. The people behind those heated responses were not necessarily experts on tourism or marketing. It was a matter that compelled everyday citizens to weigh in with their thoughts. Why, and should the marketers behind YourSingapore listen?

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1305

Subject(s)

Marketing

Citation

Knowledge@SMU. Nation Branding: Presenting the image that matches national identity. (2010).
Available at: https://ink.library.smu.edu.sg/ksmu/315