The Quintessential Singapore Brand?

Today we've turned the magnifying glass on the Singapore Brand and we're trying to put our finger on what is it exactly that embodies the Singapore Brand. Is there even one in the first place? What would you associate with our local brands and what exactly do they stand for?

This seems like a horribly tough nut to crack, given that most Singaporeans do not even know what our homegrown brands are. Myopic views also expressed that "Made in Singapore" labels cast local brands in poor light when compared to foreign imports.

As disheartening as it seems, Mr Wayne Loh, co-founder of I NUOVI cosmetics has a positive take on this and says the view that "foreign imports are better" is in fact, a universal mentality. "I think in every country around the world it's the same. I can be shopping in Rome and the Italians tell (me) their favourite jeans brand is not Armani but it's Levis, so the grass is always greener on the other side."

He believes it's all in the mind and as long as our local brands are able to provide what customers need and want, Singaporeans will come to learn that a homegrown brand is in no way, lesser than a foreign brand and might even be better.

However, we've yet to tackle the intrinsic quality or feature of the quintessential Singapore Brand. So perhaps it might be a good idea to take a leaf from some of our local brands already fronting the international scene. Singapore Airlines has offered excellence in customer service while world-acclaimed Tiger Beer bottles only fine, natural ingredients. Is it the high quality and continued innovation that drives the success behind these brands?

At the official launch of GET SINGAPORE, Mr Lee Yi Shyan, Minister of State for Trade & Industry shared his view on the Singapore Brand. Citing Singapore's participation in F1 and the Youth Olympic Games (YOG), he believes Singapore's brand attributes will be strengthened as it takes on new and exciting qualities.

"With such a strong national brand, built principally on key attributes such as integrity, reliability, quality, and trustworthiness, Singapore companies should fully leverage on them to create greater premium for their products and services. Already, the "Made in Singapore" or "Designed in Singapore" label carries certain premium, and quality assurance."

So was it integrity, reliability, quality and trustworthiness that propelled Eu Yan Sang to become Asia's leading healthcare company. Did 77th Street leverage on this to become Singapore's iconic street wear retail fashion chain?

Share with us what the Singapore Brand means to you or what you think it should be.

We're all ears.

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