Nation Branding: Presenting the image that matches national identity

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-def...

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Main Author:	Knowledge@SMU
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2010
Subjects:	Business Marketing
Online Access:	https://ink.library.smu.edu.sg/ksmu/315 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1314&context=ksmu
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Institution:	Singapore Management University
Language:	English

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spelling	sg-smu-ink.ksmu-13142018-07-09T03:59:17Z Nation Branding: Presenting the image that matches national identity Knowledge@SMU 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? 2010-07-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/ksmu/315 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1314&context=ksmu http://creativecommons.org/licenses/by-nc-nd/4.0/ Knowledge@SMU eng Institutional Knowledge at Singapore Management University Business Marketing
institution	Singapore Management University
building	SMU Libraries
country	Singapore
collection	InK@SMU
language	English
topic	Business Marketing
spellingShingle	Business Marketing Knowledge@SMU Nation Branding: Presenting the image that matches national identity
description	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?
format	text
author	Knowledge@SMU
author_facet	Knowledge@SMU
author_sort	Knowledge@SMU
title	Nation Branding: Presenting the image that matches national identity
title_short	Nation Branding: Presenting the image that matches national identity
title_full	Nation Branding: Presenting the image that matches national identity
title_fullStr	Nation Branding: Presenting the image that matches national identity
title_full_unstemmed	Nation Branding: Presenting the image that matches national identity
title_sort	nation branding: presenting the image that matches national identity
publisher	Institutional Knowledge at Singapore Management University
publishDate	2010
url	https://ink.library.smu.edu.sg/ksmu/315 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1314&context=ksmu
_version_	1681132845884506112

Nation Branding: Presenting the image that matches national identity

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