Week 3 - Vy Nguyen

National rebranding is a collective effort from both the government and the people to help rebuild the nation's brand; whether it is through culture, governance, tourism or economic strategies. As discussed in lecture and in this week's reading, France has become internationally known for its designer wear, style and art. This is because in the 17th century, King Louis XIV’s mission was to extend his kinship by establishing the nation as the center of luxury. His vision resulted in what now is known as the city of love, high fashion, great food and fine art.

Similarly, another country has successfully rebranded itself; Singapore. Singapore is a small country located between the Indian and Pacific Ocean. For a small country, it has successfully welcomed millions of international visitors annually. This is in part due to the Singapore Tourism Board (STB), owned by the Ministry of Trade and Industry of Singapore. Through tourism, the country is able to reinforce its status as a vibrant and clean global city that attracts capital, businesses and talent. Thus, tourism acts as “one of the country's key service sectors and economic pillars” (Singapore Tourism Board, 2016). However, in order for countries to get to where they are now, they had to deal with the ‘then' socio-economic conditions

In the case of Singapore, they slowed down manufacturing and sacrificed their natural, historical and cultural attractions. This made me question: Is national rebranding a result of the nation reacting to the ‘then’ conditions or is it a proactive thing?

Work cited:

• Singapore Tourism Board. "About STB." About STB. Singapore Tourism Board, Aug. 2016. Web. 22 Jan. 2017.
• Joan N. The Essence of Style: How the French Invented High Fashion, Fine Food, Chic Cafes, Style, Sophistication, and Glamour. New York: Free, 2005. Web. 22 January 2017.

Photo cited:

• Singapore Tourism Board. "About STB." Digital Image. Singapore Tourism Board, Aug. 2016. Web. 22 Jan. 2017.