In comments to Marketing Magazine, Lawrence Chong, CEO of Consulus shared that it is critical for brands to establish in an image market like Singapore. For a brand like Chang Classic, the path to becoming a global brand necessitates an association with a “global city of influence”.

“It is not a coincidence that many Asian brands do consider Singapore as a logical platform to launch their global branding initiatives,” Chong said.

He also explains the four factors that determine such a market.

Identity and creative diversity – other global cities of influence such as London, New York and Hong Kong boast diversity in identity and expressions which makes it easier for brands to want to be associated with such a city.

Power convergence – More than just a renowned financial centre, global and regional intergovernmental bodies such as WIPO, APEC have offices in Singapore. This convergence strengthens Singapore’s place as a city of influence.

Connectivity – Singapore’s world-class airport and sea port provides global accessibility.

City branding – Its brand of governance and innovative city management in terms of urban planning and water management has received a lot of interests.

Read the full article on Marketing Magazine here.