Brand Singapore: Capturing the spirit of a nation

Brand Singapore: Capturing the spirit of a nation

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...

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Bibliographic Details
Main Authors: REDDY, Srinivas K., Chan, Chi Wei
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2022
Subjects:
Nation branding
Marketing
Advertising
Tourism
Stakeholder management
Competitive positioning
Asian Studies
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/418
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0009%20%5BSTB%5D/SMU-22-0009%20%5BSTB%5D.pdf?CT=1652771315921&OR=ItemsView
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/cases_coll_all/418
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0009%20%5BSTB%5D/SMU-22-0009%20%5BSTB%5D.pdf?CT=1652771315921&OR=ItemsView

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