Brand Singapore : How nation branding built Asia's leading global city / Koh Buck Song
Imprint
Singapore : Marshall Cavendish Business, 2011
Descript
205 p. ; 20 cm
CONTENT
Once upon a country brand... -- the government's "visible hand" in nation branding -- the brand promise and positioning of Singapore Inc, -- cultural capital and Singaporeans' contributions to nation branding -- myth, the merlion and Singapore's regal brand -- sticky stereotypes, brand "keloids" and brand recovery -- new and future branding challengings assessed