Does Institutional Nation Branding exist in a Singaporean Context?

Branding is seen as a way for nations to differentiate themselves in an era of increasing and intensifying globalisation. Singapore is no exception and nation branding plays an important role in Singapore's economic policies. The government has been proactive in taking a leading role in guiding Singapore's economic growth strategy in the hope of developing added comparative advantage and has subsequently made strong efforts to communicate and "brand" this. This includes institutional nation branding efforts of national government departments, transnational economic institutions, tourism board and related private industry. In this study we focus on the framework of nation branding in Singapore. Our research explores the concept of branding according to Singaporean practitioners, and investigates how agents and agencies of the Singapore Government define and communicate Singapore's brand.