You know Singapore, but do you know any of its brands?
by Samantha Kwan on Oct 24, 2011
Singapore is a well-known country—known for its strict laws, lack of corruption, efficient government and being clean and green. According to the FutureBrand Country Brand Index (CBI) 2011, which assesses the relative strength of different country brands, Singapore ranks as the 15th strongest country brand amongst 110 countries. CBI rates countries according to a number of attributes such as investment climate, safety, job opportunity, technology, livability, food, etc. Consistently ranked as one of the best places in the world to live and work, the strength of the Singapore brand is clear—it is one of few countries in the world to have gone from third-world to first-world in one generation. Furthermore, according to the World Bank’s Doing Business 2011 Report, Singapore leads in “ease of doing business” for the fifth year running. Because of the country’s openness to international trade and investment, it also tops the list of 125 economies in the World Economic Forum Global Competitiveness Report 2010/11.
However, while the Singapore brand is strong, the same cannot be said of its homegrown brands when compared to international brands. According to one report of 500 top brands, only two Singaporean brands rank amongst the world’s most valuable brands: Singapore Airlines at 225th and Wilmar at 378th. Why is it that this flourishing, first-world city-state has few if any internationally recognized brands? What accounts for the apparent mismatch between the strength of Brand Singapore and the relative weakness of brands from Singapore?
As a Singaporean, I’m especially interested in watching local brands as they attempt to gain international recognition. Including Singapore Airlines and Wilmar, here are five Singaporean brands making a mark overseas:
1) Singapore Airlines (SIA)
Known as one of the world’s best airlines (and associated with Singapore’s Changi Airport, consistently ranked as one of the world’s greatest airports), Singapore Airlines is no doubt a symbol of Singapore. Globally, it is 2nd on the World’s Best Airlines 2011 list by Skytrax, and has always held the reputation of being a trendsetter in the industry. As a leading brand in Asia, the national air carrier is best in class for innovation, high quality and excellent customer service, epitomized by their flight attendants—the iconic “Singapore Girl.” In communications, SIA has maintained remarkable consistency, with the Singapore Girl contributing immensely to its positioning around service excellence since 1972. Throughout the course of their 39-year history, SIA has remained true to its brand attributes and it is the strong brand equity of SIA that has allowed it to become among the top companies globally today.
2) Wilmar International Limited
As Asia’s leading agribusiness group, Wilmar is one of the largest listed companies by market capitalization on the Singapore Exchange. Founded in 1991, Wilmar has over 400 subsidiary companies located in over 53 countries, including China, UK and USA, and is the world’s largest global processor and merchandiser of palm oil. Over the years, Wilmar has established its brand within the industry and is respected as a resilient, cost efficient and innovative agribusiness company.
Known primarily for its massage chairs and touting Asian “artistes” such as Andy Lau as spokesmen, OSIM has expanded rapidly to 1104 outlets in 31 countries since its inception in 1980. Positioning as a partner that inspires people to take control of their wellbeing, OSIM’s brand-building efforts have paid off as today it is a top-of-mind retailer of healthy lifestyle products. Along with its well-known chair line, OSIM’s product range includes fitness equipment, slimming products and household items such as air and water purifiers—all aimed at improving the heath of customers
4) Tiger Beer
Tiger Beer has grown to become one of Singapore’s cultural icons most recognisable exports. With over 40 international accolades and awards, the local brew is a hit in overseas markets, including parts of the USA such as New York, Miami, San Francisco and Boston. Today, the 77-year old brew is available in over 70 countries worldwide. However, it is interesting to note that in the UK and USA, Tiger Beer is known as a leading, premium beer that hails from the Far East—it is often sold in premium bars and clubs—while in Singapore, it is known as the affordable local beer for the “uncles” at coffee shops and food centres.
5) Tiger Balm
With over 100 years of success in over 100 countries, Tiger Balm’s ointment rose from its roots in China to worldwide prominence today. With its unique formulation of herbal ingredients, Tiger Balm’s healing properties have made it one of the world’s best-known pain-relieving formulations for addressing symptoms ranging from headaches to arthritic pains, muscle strains to colds, for every age and lifestyle. This truly Asian brand has successfully balanced tradition with modern innovations, allowing it to leap from humble beginnings to international popularity.
Singaporean brands must do more than rely on “Brand Singapore”
Though Singapore has a very good reputation as a safe, prosperous, cosmopolitan city and many of its brands are expanding their operations overseas, the country’s brands still lack the brand awareness and affinity enjoyed by global brands from other strong Asian economies like Japan and South Korea.
Currently, many Singaporean brands leverage their Singaporean provenance. While Singaporeans can be proud of homegrown brands like Singapore Airlines, Wilmar, OSIM, Tiger Beer and Tiger Balm making their marks overseas, these brands and others cannot rely on Singapore’s strength alone for future success on the world stage. In order to compete globally, Singaporean brands must assert unique, relevant brand positions and become known and loved in their own right, irrespective of their country of origin.