The Future of Singapore’s Nation Branding: New Roles for PR Practitioners

On 18 October 2011, Mr. Koh Buck Song, author of “Brand Singapore - How Nation Branding Built Asia’s Leading Global City”, spoke at a lunch talk hosted by IPRS.  IPRS President Ng Wei Joo acted was present to moderate the session.

A former Straits Times journalist, Mr Koh spoke on the future of national branding and the new roles of PR practitioners, sharing snippets about country branding from his book.

This was IPRS’ first lunchtalk held at the Singapore Management University (SMU).


IPRS spoke to three of the participants.





Jonathan James, Account Manager from Media Monitors:

“The speaker was very informative; I will bring what I have learnt from the talk about branding which is very important, to the company and for my clients.”










Mr. Ferdinand Ferry de Bakker from La Croisette Pte Ltd

“Koh Buck Song is an excellent speaker; the content of the talk was very good.”  When asked why he attended the talk, Ferry replied, “It is very complicated to brand a country. It’s difficult for countries to do that and it really takes a long time to make a brand, because every country is different, each has its own culture. So I was interested in what Buck Song had to say about this.”












Ms Mary Lee: Instructor, communication and new media program from the National University of Singapore:

 “I think the talk has a very interesting topic. Koh Buck Song has a lot of ideas and the insight is on a macro level, which I want to know more of.”