A research presentation on Singapore's nation branding and its relevance to Singaporean consumers

1. A Presentation on
Singapore’s Nation Branding
Prepared by Stephanie Wee

2. Singaporean model rejected more than 20
times by local modeling agencies starts
modeling for Emporio Armani and Milan
Fashion Week

3. The preference for Pan-Asian girls:
Looking pure-Singaporean isn’t cool enough
Miss Singapore World organizers specify that they
are looking for Pan-Asian-looking girls only

4. Some Singaporean brands want/need to associate
themselves with “coolness” from elsewhere in
order to compete in the international market
1. Getting overseas
celebrities to be their
spokesperson
(Tiger Beer Commercial with
Jessica Alba, 2005)
2. Locally-made, but with
“premium, imported”
materials/ingredients
3. Incorporating
foreign countries into
their brand name
(London Choco Roll TVC,
2014)
4. Seeking fame
overseas first before
coming back to SG
(Left to Right: Stephanie Sun, JJ
Lin)

5. What does this mean about Singapore’s
branding? What’s the strength of Singapore’s
branding?

6. • Nation Branding
• Brand Communications of SG Businesses
• The Perspective of Local Consumers
• Key Takeaways
• Areas for possible future research

8. Nation Branding in a nutshell
The reputation of a country
What a country is known for
“The branding and image of a
nation and the successful
transference of this image to its
exports.”
- Our dear friend,Wikipedia
Country-of-origin effect

9. Singapore – ?????
Taiwan – Fried chicken
and bubble tea
America – Hollywood,
big banks, Silicon
Valley
Germany – Beers!France – Wine and cheese,
Perfumes

10. THE SINGAPORE BRAND
ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods

11. Four ways to devise a communication
strategy w.r.t country image
Provincial:
Use local insider
knowledge on
names, inside jokes
and locals way of
living
National:
Play up to their
country’s national
image or heritage,
i.e. what the country
as a whole is known
for
Pseudo
International:
Brands try to
project “coolness”
that is found
elsewhere
Cosmopolitan
/Global:
Can be open about
their connections to
their home country,
but refuse to be just
reduced to a brand
from that country.
Source: Marketing Interactive, 2015

12. Four ways to devise a communication
strategy w.r.t country image
Degree of embracing roots to home country
Degreeofinternationalization
Low Moderate High
LowModerateHigh
Provincial
NationalCosmopolitan
Pseudo-
international

13. Do Singaporean brands adopt the brand
pillars in their brand communications?
Which communication strategy do they use?

15. The Top 10 Local Brands at Singaporeans’ top-
of-mind awareness
1
2
3
4
5
6
7
8
9
10

16. BreadTalk: A now international lifestyle food
brand that hasn’t forgotten its Singaporean roots
COSMOPOLITAN
ECONOMIC
SUCCESS (2)
• Global footprint –
15 countries, > 500
outlets
• High on innovation
and quality
MULTIRACIAL (2)
Flavour of buns
inspired from
Chinese, Malay and
European food
LOCAL FLAVOUR
(2)
Buns use popular
local ingredients –
e.g. Bahkwa, Ikan
bilis, floss
KIASUISM
-
CLEAN AND
GREEN
-
Documents the
evolutions of the
brand over the past
12 years
HERITAGE (1)

17. Charles & Keith: A contemporary international
fashion brand that distances itself from its SG
origin
PSEUDO-
INTERNATIONAL
Key Observations:
• Westernized image – primarily
Caucasian models, out of Singapore
photoshoot venues
• No mention of the brand being
founded in Singapore on website or
social media sites
ECONOMIC
SUCCESS
-
MULTIRACIAL
-
LOCAL FLAVOUR
-
KIASUISM
-
CLEAN AND
GREEN
- -
HERITAGE

18. Singapore Airlines: Singapore’s most prestigious and
globally renown brand.The one thing we are best known
for internationally.
NATIONAL
ECONOMIC
SUCCESS (2)
Branding: Premium,
world-class, industry
leader in service
excellence
MULTIRACIAL (2)
Features Singapore
Girls of different races
in brand
communications
LOCAL FLAVOUR
(1)
• SG50 Singapore
Heritage Cuisine
• SG50
cocktail/mocktail
competition
KIASUISM
-
CLEAN AND
GREEN
-
The Singapore Airline
story - started as
Malayan Airways in
1947
HERITAGE (2)

19. Old Chang Kee:“Your Old Change Kee, bringing
you the good old tastes that we have all come to
love since 1956.”
PROVINCIAL
ECONOMIC
SUCCESS
-
MULTIRACIAL (2)
• Certified Halal
• Hires a mix of
aunties from
different races
LOCAL FLAVOUR
(2)
Products are
Singaporean’s
favourite snacks –
curry puff, fishball,
chicken satay etc
KIASUISM (2)
Posters and
Facebook posts
frequently scream
about big discounts
CLEAN AND
GREEN
-
Embraces its heritage
in SG – the curry puff
story
HERITAGE (2)

20. TWG: Aspires to be a luxury international tea brand
recognized globally – “The Finest Teas of the World”
COSMOPOLITAN/PSEUDO-
INTERNATIONAL
Key Observations:
• French words in the logo and “1837” creates
impression that it is a heritage French brand
• Admits that the brand was established in
Singapore but highlights its presence in
international markets
ECONOMIC
SUCCESS
-
MULTIRACIAL
-
LOCAL FLAVOUR
(1)
Celebrated SG50 with
TWG Tea Heritage
Tea Set
KIASUISM
-
CLEAN AND
GREEN
- -
HERITAGE

21. NTUC Fairprice: A down-to-earth supermarket located
in the heartlands that aims to make the lives of
Singaporeans better
PROVINCIAL
ECONOMIC
SUCCESS (1)
High standards of
quality due to
advanced processing
methods
MULTIRACIAL (2)
Uses Singaporeans of
different races in
brand
communications
LOCAL FLAVOUR
-
KIASUISM (2)
• Affordability
(Stretching Your
Dollar) as a brand
promise
• Frequent promos
CLEAN AND
GREEN (2)
Environmentally
friendly (CSR) –
recyclable bags,
reduce food wastage
40 years of service
from the heart
HERITAGE (2)

22. Ya Kun Kaya Toast: The story of its history in SG is the
basis of the brand – Its signature traditional breakfast
represents SG as a taste of Singapore
“Singapore Coffee Stall since
1944” is incorporated into
signboard for overseas
outlets
NATIONAL
ECONOMIC
SUCCESS
-
MULTIRACIAL (2)
Food offered caters to
Chinese and Malay
consumers
LOCAL FLAVOUR
(2)
Local delights offered
are representative of
our culture – laksa,
kaya toast etc
KIASUISM
-
CLEAN AND
GREEN
-
Brand is built on the
story of its history in
SG
HERITAGE (2)

23. National University of Singapore (NUS): A world-class
university offering you a world of learning,
opportunities and networks
NATIONAL
ECONOMIC
SUCCESS (2)
• Ranked 1st in Asia
and 25th in the
world
• Global network –
opportunities
MULTIRACIAL
-
LOCAL FLAVOUR
-
KIASUISM (2)
• Preparing you to
enter the
competitive
working world
• Competition wins
CLEAN AND
GREEN
- -
HERITAGE

24. DBS Bank: Asia’s Safest. Singapore’s Best.
COSMOPOLITAN
ECONOMIC
SUCCESS (2)
• Emphasis on its
stability – safest in
Asia
• Foothold across 18
markets
• Innovation
MULTIRACIAL
-
LOCAL FLAVOUR
-
KIASUISM (1)
• Assures
Singaporeans that
their money is safe
• DBS Paylah!
$100,000 SG
Wave contest
CLEAN AND
GREEN
- -
HERITAGE

25. SMRT: Aims to progress with the nation and is
committed to continual improvements in order to
deliver world-class transport service
PROVINCIAL
Some of SMRT’s SG50 initiatives
Communications to show commitment to improving their
infrastructure in order to deliver a better transport
experience to Singaporeans
ECONOMIC
SUCCESS (2)
Constantly upgrading
infrastructure – aims
to deliver world-class
transport service
MULTIRACIAL (2)
-
• Announcements
made in all 4 local
languages
• Staff from different
races featured in
comms
LOCAL FLAVOUR
-
KIASUISM (1)
SMRT x SG50
celebrations – free
travel on 9th August
CLEAN AND
GREEN (1)
Energy-saving
initiatives - fuel
efficient motor, taxis,
chillers etc
Moving Stories – a
microsite that
documents that
growth of SMRT since
1987
HERITAGE (2)
Rail operations between Yio Chu Kang and
Toa Payoh MRT commence on 7 November
1987

26. PROVINCIAL
8
COSMOPOLITAN/
PSEUDO-
INTERNATIONAL
1
PSEUDO-
INTERNATIONAL
0
NATIONAL
4
COSMOPOLITAN
3
PROVINCIAL
8
PROVINCIAL
9
NATIONAL
7
NATIONAL
6
COSMOPOLITAN
7
At least 6 out of the 10 successful local brands adopt the Singapore brand pillars in their brand
communications
THE SINGAPORE BRAND

27. Brands that use the Provincial strategy score
the highest on the Singapore Brand pillars
Communication
Strategy
Strength of the
Singapore Brand
Provincial National Cosmopolitan Pseudo-
international
2
4
6
8
10
12

28. How do Singaporeans respond to the brand
communications of local brands?

30. Willingness to consume local brands – Highest in F&B,
Supermarkets, Land transport,Travel services,
Education and Banking.Why?
Question: How willing are you to consume goods &
services from local brands in the following product
categories/industries?

31. There are brands that we have analysed previously that
fall under the 6 industries with the highest willingness
to consume
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets

32. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“All supermarkets – cheap
and good!”
“NTUC is fairly well known,
but people go for
convenience.”
“Wide variety”
“Affordable”
“Convenient”
“Very clean”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets

33. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“All supermarkets – cheap
and good!”
“NTUC is fairly well known,
but people go for
convenience.”
“Wide variety”
“Affordable”
“Convenient”
“Very clean”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN

34. Singaporeans have grown physically
and psychologically distant from
each other over the years
Rebuild the connection between
Singaporeans
A lack of deep human interaction among
Singaporeans these days
Could be due to:
• The change in physical spaces over the years
• Too caught up in our own busy working lives
How many of us are close to our neighbours?
• Communal space in the neighbourhood
where people gather
• Fairprice could champion the local
community spirit through activities
o Campaign/contest that requires the
whole neighbourhood to come forth and
contribute to a team effort
o Friendly contest between
neighbourhoods

35. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Affordable”
“Food in Singapore is
delicious”
“Good, cheap, local food”
“Good variety and
convenient”
“Very nice food and got
commoner feel”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets

36. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Affordable”
“Food in Singapore is
delicious”
“Good, cheap, local food”
“Good variety and
convenient”
“Very nice food and got
commoner feel”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN

37. A shift in attitudes towards local
food from the older generation to
the younger generation
Our food as living story
books
• Our parents patronize iconic food stalls
because it is nostalgic to them, while
present-day youths eat food because its
“cheap and good”.
• Youths’ love for local food is on a very
superficial level, perpetuated by the
emphasis on taste and value-for-money in
food review blogs.
• The stories behind the food we love
• Use food as a vehicle to tell stories and
educate the younger generation on the
culture of Singapore

38. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
“SIA – customer-oriented and
has a lot of great services
and innovations.”
“Excellent service and
reliable”
“Good service and branding”
“Reliable and safe”
“World-class airline”

39. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
“SIA – customer-oriented and
has a lot of great services
and innovations.”
“Excellent service and
reliable”
“Good service and branding”
“Reliable and safe”
“World-class airline”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN

40. We fly with Singapore Airlines
because of its excellent service and
reputation as a world-class airline
Can SIA do more to better
represent Singapore?
• The space on service excellence in the
airline industry is a conversation that we
own
• Multiracial, local flavours and heritage
are pillars all inherent to the brand but
they may not be communicated as
effectively
Bring Singapore to the world through SIA
Some suggestions:
• Keep the Heritage Cuisine permanent on the
inflight menu
• Instead of the usual nuts, serve local snacks
• Local drinks
• Inflight entertainment – stream local music and
locally-produced films

41. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Convenient”
“GrabTaxi – very
convenient”
“No choice but to take”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets

42. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Convenient”
“GrabTaxi – very
convenient”
“No choice but to take”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN

43. Singaporeans have no preference
over brands for public transport.
What matters most is convenience.
Change the negative
emotional association with
public transport
• It is difficult to influence preference
through branding for public transport
services as Singaporeans use it because
they have little to no choice.
• Public transport is a dreaded mundane
daily routine.
• Efforts should be aimed at increasing
customer satisfaction by making the
journey more enjoyable
• Commuters as a community
• Opportunities for private transport
services (e.g. taxis and taxi apps) to
strengthen preference through branding.

44. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“SMU, NTU and NUS
seem to be doing a
good job in getting
global recognition and
are rising up among the
global university
ranking.”
“NUS – a global brand
name for employers to
identify with”
“…What choice do we
have though”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets

45. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“SMU, NTU and NUS
seem to be doing a
good job in getting
global recognition and
are rising up among the
global university
ranking.”
“NUS – a global brand
name for employers to
identify with”
“…What choice do we
have though”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
Both pillars are
relevant to
consumers

46. Singapore’s education system
compels us to be part of the rat
race.
It is okay to not be part of
that race.
Many undergraduates jump into university
not knowing what they want to do, they just
know that they need to.
A local university can differentiate
themselves by moving away from the rat
race conversation.

47. Singapore’s education system compels us
to be part of the rat race
We are being told that
having a degree is the bare
minimum you need to
succeed in life.
Youths want to be told that it is
okay to not be part of the rat
race. It is okay to be
unconventional. It is okay to
pursue something that you really
want to do.
Get a degree not for the
sake of getting one, but for
yourself.
Get a degree only
because you want to.

48. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Pretty reliable”
“Safe and stable
bank”
“Convenient”
“Good service”
“DBS fulfills what a
bank should do, but
some of the offers do
not match up to large
international banks.”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets

49. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Pretty reliable”
“Safe and stable
bank”
“Convenient”
“Good service”
“DBS fulfills what a
bank should do, but
some of the offers do
not match up to large
international banks.”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Both pillars are
relevant to
consumers

50. The numerous financial meltdowns
in recent years have made
Singaporeans paranoid about bank
safety and security
From Kiasu to Kiasi
• People’s preference for banks is
conventionally driven by interest rates.
• Risk has become very salient in the
minds of Singaporeans.
• We have become less risk-seeking, less
naïve.
• All that matters is a safe and reliable
bank
• Heighten accountability and
responsibility for customers money

51. There is support for the Art & Design and Media &
Entertainment scene because of its localized touch and
ability to understand the local market
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
Art & Design
Media &
Entertainment
“Esplanade gigs have good marketing!”
“I love the local arts scene because it’s lively
and vibrant and I feel proud of our local
talents.”
“Relatable – able to cater to local tastes and
experiences”
“Localized – knows the local scene well.”
“Fresh and interesting”
“Naiise is good! It showcases Singapore’s
designer brands.”
“Local designed stuff have a special
Singaporean touch to them and they
cannot be found elsewhere in the world,
which makes them unique and hipster in a
way.”
“Uyii – Their bags are of good
workmanship , very durable and the
designs are unique.”
Gentle Bones
The Sam Willows
Stefanie Sun

52. There is support for the Art & Design and Media &
Entertainment scene because of its localized touch and
ability to understand the local market
-
• An SG50 film by 7 of Singapore’s award-
winning filmmakers
• Tickets were sold out within 3 hours of their
release in July
• Heartened by the unexpected
overwhelming support from Singaporeans

53. What do Singaporeans think about local brands in relation
to overseas brands in the same product category?
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior

54. Superior: Education,Travel services and Land
Transport services
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior

55. Comparable: Banking/Finance, Supermarkets,
Fashion, F&B
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior

56. Inferior: Automotive, Beauty and Media &
Entertainment
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior

57. What do Singaporeans think about local brands in relation
to overseas brands in the same product category?
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
Superior
Comparable
Inferior
• Education
• Travel services
• Land transport services
• Banking/Finance
• Supermarkets
• F&B
• Fashion
• Automotive
• Beauty
• Media & Entertainment

59. PROVINCIAL
NATIONAL
COSMOPOLITAN
PSEUDO-
INTERNATIONAL
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOURS
KIASUISM HERITAGE
CLEAN AND
GREEN
BRAND PILLARS
COMMUNICATIONSTRATEGY

60. PROVINCIAL
NATIONAL
COSMOPOLITAN
PSEUDO-
INTERNATIONAL
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOURS
KIASUISM HERITAGE
CLEAN AND
GREEN
BRAND PILLARS THAT RESONATE WITH SG CONSUMERS
COMMUNICATIONSTRATEGY

61. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods
THE SINGAPORE BRAND

62. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods
THE SINGAPORE BRAND
Economic Success, Local Flavours and Kiasuism are the relatively more effective brand pillars.

63. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods
THE SINGAPORE BRAND
The effectiveness of ‘Heritage’ as a brand pillar is questionable as local consumers do not seem to take it into account
when recalling reasons behind their liking for local brands.

64. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races
living in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing
out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over
the years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing
methods
THE LOCAL
COMMUNITY
Marketing
localized to the
communities in
SG, relatable, a
sense of belonging
THE SINGAPORE BRAND
As discussed, ‘Local Community’ can be introduced as another Singapore brand pillar as it could potentially bridge the gap
between brand communications and local consumers’ perspective for certain Singaporean brands.

65. • The perspective of local customers
from more mature age groups
• The perspectives of foreign consumers
on SG brands
• Why were certain brand pillars (not)
being adopted by SG brands