Personifying Public Housing Estates: Evidence from Singapore

Abstract

Adopting the concept of brand personality, this paper aims to determine the personalities of three public housing estates in Singapore, specifically Jurong East, Pasir Ris and Sengkang housing estates. These three housing estates have distinctive personalities, but also share certain traits. This research provides an avenue for town planners, town councillors, as well as estate managers to measure and position the brand personalities of their housing estates, as well as meeting the needs of the residents living in the housing estates.