Singapore Inc.

– How
Brand Singapore was
Built?

Submitted by : Ankit Agrawa

Gapr10Pmm039
 Secondary Sources of Brand Knowledge

Alliances Company
Joined with Thailand, INSEAD, Johns Hopkins,
Malaysia, Indonesia, and Wharton, and MIT had
the Philippines to form set up satellite
The Association of campuses or educational
Southeast Asian Nations joint ventures in
(ASEAN) Singapore
Partnership with China
for Human Capital

Country
Other Unique Location
Employees
Highly Educated & Brands & Natural Harbor
Qualified Leaders – Port of call on
Lee Kuan Yew (Law the Europe-East
People Singapore Places Asia trade route
at Cambridge),
George Yeo (HBS),
Philip Yeo (HBS) Channel
Things Seaport

Events Third Party Endorsements

Clean and Green Movement Citibank Singapore ranked
Personal vehicle ownership was Singapore, the top place for his
also sharply curtailed by taxation company to do business in Asia.
and the high costs associated with Ranked number five out of 102 on
bidding for the limited number of the 2002 Transparency
certificates of entitlement (COEs) International Corruption
 The Brand Value Chain

Marketing Customer Market Sharehol

Investments Mind-Set Performa der Value
nce
Product – Ranked 5th out First Mover
Independent & of 202 in TICP No Capital Advantage in
growing Index Gains Tax premium
Singapore Clean & Green Tax geographic
Free trade Few incentives location
Infrastructure restrictions Unique
Intellectual relating to FDI Location
Capital Stable & Open Double digit
Bioinvestments Economy GDP growth
Highly Educated Docile Labor rate, 11.3% -
& Futuristic Supply highest in
Leaders world
Program Marketplace Investor
Quality Conditions Sentiment

Bridge between Consistent growth

Sustainable east and west Laws to assist
growth strategy Low inflation rate entrepreneurs
Tight control of Interest rates at Citibank
the ruling party par with foreign Singapore ranked
Laws to reduce rates Singapore, the top
traffic place to do
 Few Unique Steps taken by Singapore to create Brand Singapore..

 Internal Security Act, allowed government to detain political

opponents indefinitely without trial

 Anti-Spatting Campaign in early 60s and ban on sale of chewing gum

 Tighter control on Unions and Government Censorship of Media – at

times limiting basic human rights.

 Productivity movement in 1981 – increase productivity to command

higher salaries

 Government forced high savings – used for development of

Singapore