BRAND SINGAPORE: HOW NATION BRANDING BUILT ASIA’S LEADING GLOBAL CITY
BY KOH BUCK SONG
(Marshall Cavendish, 207 pages, 2011; with a China edition in Chinese, 2012)
Koh Buck Song worked at EDB in corporate and marketing communications, and strategic planning, from 1999-2003 and 2004-05, taking a year off in between to do a Master's in Public Administration at Harvard. He is now a consultant in branding, leadership and corporate social responsibility, and author and editor of more than 20 books including Brand Singapore. He was the editor of the EDB publications Heart Work (2002) and Heart Work 2 (2011).
Brand Singapore is the first book on Singapore's country branding, an independent analysis of where Singapore stands globally in nation branding, how it got there, and the contributions of the public, private and people sectors to how Singapore is perceived around the world.
The role played by the Economic Development Board (where Koh worked from 1999-2003 and 2004-05) in building up Singapore's international country reputation is cited as an excellent example of how Singapore's government agencies helped shape the Republic's global brand.
Below is an extract from his book: