1.How was Singapore portrayed in the film? What were the images that STB aimed to build for Singapore with its marketing efforts around the film? What was the ‘Passion Made Possible’ brand for Singapore?
2. Introduction of the V-C-I framework and its applicability to city branding. Did the cultural values and beliefs portrayed in Crazy Rich Asians resonate with Singaporeans? Were the key attributes aligned with STB’s vision?
3. How was Singapore perceived by US consumers? Were their perceptions aligned with STB’s vision and the cultural connection to Singaporeans?
4. Introduction of the city branding framework and application. If you were the CEO of STB, what would be the components that you need to consider when developing a branding strategy for Singapore?
0 comments