The Ocean of Ambition

Koh, Buck Song

SNP Editions

Without nation branding, there would be no Singapore. Reputation is precious. Top talent and hot money gravitate only to the most attractive, respected nations. For a country as small and as young as Singapore, its brand is its most valuable asset.Singapore s stunning ascent from Third World to First World in a matter of 30 years was spearheaded by a concerted, closely-coordinated programme of nation branding. Brand Singapore helped to attract the investments, business, trade, tourism and talented human resources that are the lifeblood of a successful nation. Today, the city-state is known internationally as a dynamic, safe, corruption-free place to do business, a Garden City, and increasingly, a vibrant city of culture and the arts. In global surveys of quality of life, Singapore regularly tops the charts. How did Singapore create this country brand, cultivate and guard it, sell it to its shareholders , and make it known to the world? Drawing on two decades in the nation branding game, Koh Buck Song offers an illuminating inside look at and candid critique of a country brand that is as rich in resource as it is potent with promise.

Brand Singapore

Marshall Cavendish Corp/Ccb

<p>About the Author\nKoh Buck Song has worked on the nation branding of Singapore in various capacities, from promoting foreign investment to enhancing liveability and projecting soft power. As a country brand adviser, he has spoken extensively on brand Singapore internationally, including in Cambridge (Massachusetts), Boston, Chicago, London, Oxford, Tokyo, Tahiti, Phuentsholing (Bhutan), Shanghai and Melbourne. This is his 36th book as author/editor.\nHow can Brand Singapore renew itself once again, amidst a global pandemic?\nReputation 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.<br />
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.<br />
“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</p>

Brand Singapore: Nation Branding in a World Disrupted by Covid-19

Business & Money

Marketing & Sales

Marshall Cavendish Editions

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Books by Koh, Buck Song