IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

The Strategic Analysis of Singapore`s Brand and Rebrand Campaigns

Listed author(s):
  • Ruxandra-Irina POPESCU


    (The Bucharest Academy of Economic Studies, Romania)

  • Razvan-Andrei CORBOS


    (The Bucharest Academy of Economic Studies, Romania)

“Uniquely Singapore” and “YourSingapore”! Brand and rebrand! 2004 and 2010! From the economic point of view Singapore has grown exponentially in the last half century. The beginning of the third millennium has brought the need of finding new sources of growth by correctly identifying the opportunities that the competitive environment has to offer. Thus, a branding campaign was born in order to present Singapore as a unique tourist destination: a dynamic state, rich in contrasts and colors, offering a mix of culture, art, architecture and cuisine in a unique blend of modernity and tradition. Even if in 2009 the effects of the economic and financial crisis temporarily limited the upward trend of the campaign’s positive effects, the Singapore authorities found new tools to improve the country’s brand by adapting to new digital media, promotion through events and direct-marketing aggressively. The paper analyses how the campaigns were created and applied branding / rebranding of the city-state of Singapore in 2004 and 2010, as well as the economic effects of these efforts that have proved successful.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL:
Download Restriction: no

Article provided by Faculty of Management, Academy of Economic Studies, Bucharest, Romania in its journal REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT.

Volume (Year): 12 (2011)
Issue (Month): 2 (May)
Pages: 332-349

in new window

Handle: RePEc:rom:rmcimn:v:12:y:2011:i:2:p:332-349
Contact details of provider: Postal:

Phone: 0040-01-2112650
Fax: 0040-01-3129549
Web page:

More information through EDIRC

No references listed on IDEAS
You can help add them by filling out this form.

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:rom:rmcimn:v:12:y:2011:i:2:p:332-349. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Marian Nastase)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.