One of the few Singapore brands with a global presence that comes readily to mind is ‘Singapore Airlines’. The other is ‘SingTel’ (telecommunications). Both ranked 246 and 318 respectively in the BrandFinance Global 500 report of April 2009, the Annual Report on the World’s Most Valuable Brands.
‘Singapore Airlines’ was ranked 280 in 2008 while ‘SingTel’ was unranked. The ranking in 2009 illustrates the positive progress these Singapore brands are making, globally.
‘Get Singapore Brands’ Launched
There are some home grown brands which enjoy recognition outside Singapore but lack the same recognition at home.
In addressing this, ‘Get Singapore Brands’, a non-profit organization was launched in March 2009. SPRING Singapore is funding the initiative. According to a recent Straits Times report there are currently 37 participating companies who pay subscription fees. The target is to get 100 companies.
The objective of ‘Get Singapore Brands’ is to market goods of the participating brands in Singapore and abroad and to create a greater awareness that Singapore produces well designed goods.
Another objective is to promote Singapore as a place known for good design and innovative retail ideas, and help participating companies exchange ideas and expertise.
The publicity extended to the participating brands is reported to include showcasing products in shopping malls, advertising campaigns and promotional materials extended to tourist. Moving forward, the publicity is expected to be extended abroad next year at international trade fairs and overseas missions.
This initiative is laudable and it is hoped that more companies will participate and take Singapore brands to the greater recognition and success that they rightly deserve.