Analysis Marketing
Olivia Parker
Apr 21, 2017

Nation branding: A complex, high-stakes game

Slogans and mascots are the least of it: ‘nation-branding’ in Asia today has evolved into a complex, multifaceted game with mega prizes on offer for winners—and catastrophe for losers, writes Olivia Parker.

Image control: A ‘cultural and social’ approach to marketing has earned Singapore “world’s strongest brand” status.

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