Award Date

6-2009

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Billy Bai, Chair

Number of Pages

70

Abstract

Nation branding, or country branding is a relatively new concept. The purpose of this paper is to develop a case study of Singapore as a nation brand. It will first review the conceptual foundation of nation branding and study nation branding application. This study will use the case study approach to gain insight into nation branding concept and inspect Singapore as a nation within the parameters of nation branding. The specific objectives of this paper are to first review the conceptual and theoretical foundation of nation branding by leading researchers in the marketing field; second, to examine and define nation branding and discuss its challenges. Thirdly, this paper discusses why Singapore is ideal for nation branding.

Keywords

Branding (Marking); National characteristics; Singapore

Disciplines

Hospitality Administration and Management | Marketing | Other Business

Language

English

Comments

UNLV Singapore Campus


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