The place of country branding in public policy: a case study of Singapore

A talk with Singaporean writer and brand consultant Buck Song Koh, moderated by DPhil in Public Policy student Aaron Maniam.
What role should the government and the civil service play in managing a country brand? What are the geopolitical, economic and social considerations at stake? Buck Song Koh, a Singaporean writer and brand consultant, examines these questions from both an insider and outsider perspective of the country brand of Singapore, regarded by many as a leading global city of Asia.
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Blavatnik School of Government,
University of Oxford
www.bsg.ox.ac.uk/