Singapore Trumps Hong Kong as Asia’s Most Valued Brand
Singapore has emerged as having the most positive brand value among 16 Asian cities, according to a location branding survey by PublicAffairsAsia and Ogilvy Public Relations.
With a score of 9.7 out of 10, Singapore beat out rivals Tokyo, Hong Kong, Bangkok, Shanghai and Seoul.
According to the survey criteria, a city’s positive brand is mainly attributed to infrastructure, transport, economic growth, culture, environment, political stability, low crime, healthcare and sanitation.
Singapore was recognised for its low-tax, political stability, clean and safe environment, as well as its growing arts, leisure and gaming scene.
However the city was poorly rated in terms of press freedom and small-c conservatism.
Meanwhile, Hong Kong and Sydney are tied in second place with a score of 9.5.
“We can see from the analysis that the strongest city brands in Asia Pacific – Singapore, Hong Kong and Sydney – are the cities whose reputations are comparatively long-standing,” said Steve Dahllof, Chief Executive Officer of Ogilvy Public Relations, Asia Pacific.
“With 11 of the 16 rated cities receiving a very good rating from less than a third of respondents, many cities across the region still have their work cut out for them when it comes to defining their brand image.”
Singapore has earned accolades as a country brand for the past years. It had been ranked 13th by FutureBrand’s Country Brand Index in 2009 as Best Country Brand worldwide among 102 brands. On the same year, it was ranked 4th as Best Country Brand in the Asia-Pacific region. It was also ranked 3rd as Best Country Brand (Conferences); 1st as Best Country Brand (Easiest to do Business); 2nd for Best Country Brand (Ideal for Business); and 1st in Best Country Brand (Shopping).
The Country Brand Index (CBI) features a variety of ratings and rankings- from best overall country brands and top brands within regions, to detailed rankings of the top ten brands across a breadth of categories. It features expert opinions, statistics and proprietary global quantitative data to create the largest study of its kind. Assessing 102 countries across 29 image attributes and seven measures of brand strength, it also contains an extensive array of trends, insights and topical points of view.