Abstract
This article is devoted to the issue of forming a successful brand of territories (on the example of Singapore). The key aspects of territorial branding are considered and the factors influencing this process are analyzed. The authors analyze the successful experience of Singapore as the country with the most influential brand in the world, and describe the key decisions, led to this. Aspects of the formed image of Singapore in the international arena, based on the international rankings of leading organizations, are highlighted. Attention must be paid to close term relationship between the national and tourism brand of countries and territories. The results of the article can be used to establish the vector of successful socio-economic development of countries and territories and in the process of further research on the issues of effective branding of territories.
Highlights
In the modern world, it is customary to consider countries with the largest territories, significant amount of minerals and billions in the budget as potentially successful in any area
In the context of country's branding, the concepts of national brand and tourism brand, which were introduced to the world in 2002 by British marketer Anholt (n.d.), come forward
All mentioned theorists continued the work of Anholt (n.d.) and laid a powerful basis for the concepts of the national and tourism brand of countries, and some of them adapted the branding system in practice, proposing specific actions for their regions
Summary
It is customary to consider countries with the largest territories, significant amount of minerals and billions in the budget as potentially successful in any area. These factors provide such giants with a powerful safety cushion that can be monetized and make countrys economy and brand successful in the world. The Asian country-city has conquered this place for itself, having almost no resources and investing less money in it. What has made such a breakthrough possible? What has made such a breakthrough possible? This is what we will discover in this article
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