In 500 words or less, please answer the following prompts based on the Case

"Brand Singapore"

a. How do people perceive Singapore? What is its competitive position in the

tourism industry? What challenges does it face competing with other
tourist locations?
b. Critically assess the Singapore Tourism Board's strategy from the case.
c. What strategy or strategies would you suggest Singapore enact moving
forward?

a. Singapore is perceived as clean, safe, and business-friendly, but also boring and sterile. It faces
rising competition as a top business and leisure destination in Asia. Challenges include
misperceptions of expensiveness, lack of attractions, and aggressive marketing by other locations.

b. STB took an unconventional "inside-out" approach focused on Singaporeans' passions versus

physical attributes. Extensive local input shaped an authentic brand essence of "Passion Made
Possible." The campaign celebrated diverse local stories organized by interest "tribes." This aimed
to form emotional connections and make Singaporeans advocates. Positively received locally, but
some global activations lacked familiarity.

c. I would suggest 3 strategies moving forward:

Continue engaging citizens as brand ambassadors. Inspire them through local passion stories and
involve them in shaping activations. This grassroots approach breeds authenticity.
Customize global activations further based on target audience interests in each market. Collaborate
with regional celebrities or influencers familiar to locals to demonstrate passions.
Develop new attractions and experiences reflecting local flavor and the brand essence. For
example, build a passion-themed interactive museum or pop-up events showcasing Singaporean
ingenuity.
Overall, Singapore should stay committed to the inside-out philosophy focused on people’s
passions. Local advocacy and forward-looking experiences reflecting the brand spirit will
strengthen its competitive position. Singaporeans’ attitudes make the brand authentic and
differentiated.