Master of Hospitality Administration
First Committee Member
Billy Bai, Chair
Number of Pages
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.
Branding (Marking); National characteristics; Singapore
Hospitality Administration and Management | Marketing | Other Business
Yee, F. Woo, "Nation branding: A case study of Singapore" (2009). UNLV Theses, Dissertations, Professional Papers, and Capstones. 712.