I recently attended a fascinating class on Country Branding at the Lee Kuan Yew School of Public Policy, focusing on Singapore as an example. The lecture was led by Buck Song Koh, who is not just an author and a poet but also a skilled marketer with deep insights into nation branding. He’s known for his book “Brand Singapore,” which explores how a country’s image can be shaped and presented on the global stage.

Nation branding is a field of marketing that treats countries as brands that can be developed, managed, and grown. This concept suggests that a country’s image has a significant impact on how the state as well as its companies and products are perceived internationally. Despite its potential benefits, the idea of nation branding hasn’t yet been widely explored, which is surprising given the competitive edge a strong country brand can provide. Products from Italy are known for their craftsmanship, French – for their culinary heritage, and Japanese ones for technological innovation. Companies originating from these countries benefit from their reputation just by association.

Historically, writers like Simon Anholt have pioneered this exciting new field with works such as “Brand America.” Florian Kaefer and others have further developed it. Authors such as Buck Song Koh continue expanding the field through the perspective of individual states. At the same time, traditional marketers have sometimes been slow to see the value in nation branding. Only recently, there was a remark by the CMO of Mercedes, questioning the idea of a country as a brand. This is surprising given how much Mercedes-Benz has benefited from Germany’s reputation for engineering excellence.

Despite occasional skepticism, the benefits of having a strong country brand are clear. Reports like the Global Soft Power Index from Brand Finance show that a positive national image can attract foreign investment, boost tourism, and increase trade. For instance, the “Incredible India” campaign has successfully improved tourism, which has had a substantial economic impact. Swiss cultural, recreation and economic institutions raised their profiles with a famous “Grand Tour of Switzerland” ad featuring Roger Federer. The slogan “Made In America” has endured for decades and continues to benefit numerous companies, even though these days most of them manufacture products elsewhere. 

Applying the same approaches to valuing nation and corporate trademarks allows us to measure a country’s brand strength and its economic implications. Cultural diplomacy is also an effective tool for nation branding, with countries like South Korea using their cultural exports to strengthen their international image. Sustainability is becoming a key part of nation branding strategies. Countries like Costa Rica are known for their commitment to sustainability, attracting tourists and investors interested in eco-friendly practices. In addition, nation branding has played a role in crisis management, as seen with New Zealand’s and Singapore’s effective response to the COVID-19 pandemic. 

In fact, Singapore, along with Switzerland and the United States, is one of the examples of countries that managed to build strong recognisable trademarks. Its branding and strategic positioning have undergone significant transformations through a blend of natural progression and deliberate policy decisions. Visitors and residents alike may recall iconic promotional campaigns like “Passion Made Possible,” “Made in Singapore,” and “Singapore – The Impossible Story.” These initiatives have been instrumental in promoting the city-state as a land of economic promise as well as a vibrant tourist hotspot. In fact, it’s the evolution from a just renowned business center to a cultural and events hub that marks the most significant shift. Transforming perceptions of Singapore from a somewhat “dull” if wealthy location to a dynamic melting pot of cultures with an electric events scene is a remarkable achievement.

The area of country branding is still nascent and doesn’t yet have established playbooks. Many best practices will surely be written as the field matures and more states, cities and destinations recognize the value of strong brands. I for once am fascinated by the topic and will keep sharing what I learn as I explore it.