Beruflich Dokumente
Kultur Dokumente
Facundo, Ardiane Redj B., Manuel, Mary Moira Kaye I., Vargas, Adrian Jeremiah C.
A.B. PoSc IRFS Econ-4
International Relations and Foreign Service
Rationale of the Study
It is becoming increasingly important for a nation to
establish and make known its unique features as a
country.
The groups that will benefit from this study are the
following: on the individual level, those who benefit
are the researchers, students, and the academe.
Others, such as the government will find this study
significant.
Scope and Limitation
B. Key Informants
Treatment of Data
Germany Singapore
Germany has contacted Land der Its brand efforts are communicated
Ideen to encapsulate Germany’s directly by government initiatives. It
diverse business, economy, and was deliberately made not to be a
scientific climate. slogan.
This was integrated to Germany’s
Federal Ministry of Economic and
Technology.
Agencies or Companies Associated with Branding a
Nation
Malaysia
Malaysia has contacted two agencies to help with its nation brand. TBWA-ISC
and FusionBrand, which are both branding agencies.
The data means that while it is definitely important and beneficial to have
an agency contribute to a country’s nation brand, it is not a necessary
characteristic for success as long as the government is capable of
consolidating brand efforts through various government agencies
FACTORS
Governanc
Investment & Immigration
Peopl
Ex p o r t s
e Culture &
e
Touris
Heritage
m
Culture & Heritage
• Germany • Singapore
• Germany is removing the stigma of • Even with a limited history and a very
its historical narrative, i.e. Nazi diverse culture that brought early
Regime during the Second World War. confusion on its national identity,
Singapore did not fall short in
• Efforts have been made to erase that
flourishing their arts, culture and
image in the public’s mind
heritage as it recognizes the
• Germany winning the FIFA World Cup importance of one’s shared identity
was a defining moment for them and the value of culture and heritage
in nation branding.
• Singapore’s methods of forging a
national identity for its own even with
such diversity and short history is
consistent with the aim of creating a
vibrant Singapore
Culture & Heritage
• Malaysia • Philippines
• The whole foundation of Malaysia’s • The DFA seeks to employ cultural
tourism is centered upon its unique diplomacy as a tool to showcase our
culture and heritage – being multiethnic
and multicultural which present Malaysia
country’s treasure trove of cultural
as a hub for everything that is truly Asian wonders.
in nature. • One concrete example was the 15th
• It is seen that tourism and culture go Venice Biennale International Art
hand-in-hand in their situation. Exhibition, held in the year 2015,
• Malaysia’s nation brand is concentric where the Philippines participated for
towards tourism, although it is not the the first time.
only thing Malaysia has to offer to the
world.
• From there, the culture of Malaysia forms
part of its social and political identity
which is projected towards the
international community.
Exports
• Germany • Singapore
• The label “Made in Germany” • International Trade in Singapore is handled
resonates in the global market as by the International Enterprise Singapore.
reliable and efficient. • The Singapore brand, according to an
article published by The Business Times on
• The “brand” surmounting to quality February 2015 by Tay Hong Beng, has
excellence is linked with the majority come to represent “trustworthiness,
of German products, primarily in the economic success and reliability for
technical and engineering fields business and people around the world –
including mechanical engineering, the “Asia for Beginners”, as some have put it.”
automotive industry and • It recognizes trade as the backbone of
infrastructure. Singapore economy as it contributes to
establishing Singapore as the global or
• Furthermore, the brand “Made in Asian home base for traders.
Germany” is liberalized and will seem
good in the eyes of the international • The geography of Singapore is also widely
known to be strategic as it is an important
market community port or hub for international trade.
Exports
• Malaysia • Philippines
• Malaysia’s Ministry of Industrial and • According to the National Statistics
International Trade Report acknowledges Office of Philippines, it shows that the
the decrease in their GDP growth and Philippines’ exports are unpredictable
addresses it not by changing policies to and too fluctuating to trace a pattern.
protectionist ones, but instead liberalize
more their economy, strengthen private • The Philippines is part of several
investments, and fulfilling international organizations, advocating for
trade commitments. liberalized economy and free trade
• Malaysia’s exports are supported by the and cooperation, which include the
National Export Council (NEC), a council APEC, WTO and ASEAN. And among
created to direct export growth. these, The United States of America
has become one of the country’s
• One of the initiatives was “to intensify close ally in terms of trade, and more
the promotion to brand Malaysia so by liberalizing trade, opening the
through a Public-Private Partnership
Initiative.”
barriers and cutting trade tariffs.
Tourism
• Germany • Singapore
• The Federal Government of Germany • Tourism was the catalyst of the nation
considers tourism as a horizontal brand of Singapore and also the building
of infrastructure. Hence, creating
sector, crossing borders among the Singapore to what it is now – vibrant,
different areas in the government. orderly and efficient.
• As a cross-sectoral industry/agency, • Through tourism, Singapore strengthened
tourism has helped blossomed the its competitiveness through collaboration
economic and political standing of to create a vibrant mix of high-quality,
Germany. home-grown and world class attractions.
• The SMEs, or the small and medium- • Travelers are becoming more and more
sized enterprises would help the sophisticated and that in this sense,
Singapore should adapt and cater. To this,
tourism rate of the country because it raised the bar by highlighting its arts
the tourism policy is part and parcel, and entertainments sectors.
or simply the domain of the SME
policy. • Singapore has won many awards as a
destination
Tourism
• Malaysia • Philippines
• Tourism is one of the most important sector in
• The country used advertising to Philippine economy contributing as much as
feature tourism in a new light with a 1000B PhP or 8.2% tourism direct gross value
focus on cost-efficient travelling, added (TDGVA) to total gross domestic product
(GDP) in 2015 .
better infrastructure, and “medical
• To make the travel and tourism industry in the
tourism (GfK , 2009 Roper Public Philippines be more illustrious, the country
Media & Affairs) ventured into branding in 2012 with “It’s More Fun
in the Philippines”.
• Malaysia’s tourism has set its tourism
• The initiators, brought by the need of a slogan,
campaign with the slogan, “Malaysia, incorporated private advertising agencies in a
Truly Asia”, emphasizing how despite rigorous bidding process.
being a country of various ethnicities • Tourism is one of the most important sector in
and religions, Malaysia is a country Philippine economy contributing as much as
that has all the qualities a true Asian 1000B PhP or 8.2% tourism direct gross value
added (TDGVA) to total gross domestic product
country would have. (GDP) in 2015 according to the Philippine Statistics
Authority in its latest report published mid-2016.
People
• Germany • Singapore
• People in Germany, more often than not, are • Until now, strengthening the national identity of
perceived as thorough, rational, and Singapore remains to be a priority along with
building a cohesive and caring community while
perfectionists. continuing to develop their vibrant arts, heritage
• It can be associated with what German and sports landscape.
products are, as their products always come • In achieving their goals on national identity, they
out as very efficient and reliable. So much plan to engage Singaporeans through various
so, that Germany’s citizens are perceived as platforms, including digital.
people that do business seriously. • They also plan to engage with the youth on issues
and also continue to support them and rally them
• “Land der Ideen”
to contribute to their community. Its plans also
• In the 2014 FIFA World Cup, Germany won outline to inspire national pride through heritage,
the game, which displayed their arts and sports. The government acknowledges
these to best narrate the Singapore story for
sportsmanship and breaking the common future generations.
notion that the Germans are always about
doing business; severing the line associated • In the international scene, Singaporeans are
to them, which is “All work, no play”. perceived to be disciplined and efficient – traits
that are also recognized to run in their businesses
and government.
People
• Malaysia • Philippines
• According to the speech by the Prime • The National Competitiveness Council
Minister for Invest Malaysia, (NCC) started the tourism brand “It’s More
Fun In The Philippines”.
Malaysia’s people are important and
inclusive to how the economy grows. • The whole concept was "It's More Fun In
In fact, he makes mention of The Philippines" primarily because of the
Malaysians abroad coming back to place, and in extension, and at its core,
Malaysia in order to help them with because of the inhabitants of the country,
imbibing the qualities of fun, in whatever
the expertise the Malaysian people occasion there is.
have learned abroad.
• Essentially, then, the logic is that it's more
• The 1Malaysia program intends to fun in the Philippines most importantly
unite diversity among Malaysians. because of the people; the heart of the
They accept that they are culturally brand is people.
diverse and respect all the cultures • There is the issue on the pervading
stereotypes that covers the Filipino
people, e.g. us being maids.
Governance & International Relations
• Germany • Singapore
• Germany claims itself as following the • Singapore’s foreign policy has
current liberal era, injecting fundamental principles that is in line
neoliberal policies and relying on soft with the current liberal era.
power such as diplomacy as its
• Furthermore, Singapore’s Ministry of
means to communicate and build
Foreign Affairs stated that the country
stronger relations with the
is a member of several international
international community, rather than
organizations and initiatives.
using military might, or hard power.
• It is pursuing a foreign policy that is
congruent with neoliberalism, in the
attempts of erasing that perception
borne out from the international
community.
Governance & International Relations
• Malaysia • Philippines
• Malaysia’s efforts to relax domestic • The Department of Foreign Affairs has done
political control has bolstered its both international and domestic campaigns
to raise awareness on the issue between the
rankings in the Anholt GfK Index. Philippines and China regarding the West
• According to the e-newsletters Philippine Sea dispute.
produced by Malaysia, the Ministry of • The Department of Foreign Affairs has
Foreign Affairs constantly practices advocated for international aid, lending
public diplomacy, as well as cultural support to the unfortunate.
diplomacy. • Utilization of diplomacy is also mentioned as
• It is also seen how the coordination an effort to promote the Philippine image.
strategy is being practiced, as the • As for government representation in
public diplomacy thrusts of the Ministry international meetings, President Rodrigo
of Foreign Affairs proceed towards Roa Duterte in the late news has been
investments, exports, and tourism – lambasted by the international community
for his aggressive drug war in the
the other dimensions of a nation brand. Philippines.
Investment & Immigration
• Germany • Singapore
• Visitors in Germany tend to feel more • The Economic Development Board under
secure now because of lesser the Ministry of Trade and Industry boasts
xenophobic attitudes attributed in the country’s accolades and ranking in its
website stating it to peg the Singapore
Germany. brand and bolster the country’s reputation
• Not just in the immigrants alone, as a global hub for business.
Germany has also been doing well • Singapore ranks as the number one
with its relations in the EU, with other investment destination in Asia in a report
member-states investing heavily in by the US-based institute Business
Germany because of good Environment Risk.
environment in terms of lesser • According to the Global Competitiveness
discrimination, manifesting in their Report 2015 by the World Economic
policies in investments. Forum, Singapore was also titled the Top 2
most competitive city in the world next to
Switzerland with the third being the
United States.
Investment & Immigration
• Malaysia • Philippines
• Malaysia was noted to have improved • The Department of Foreign Affairs
due to how it has affordable training and other factors have managed to
for the less fortunate, as well as gain much positive traction for the
targeted promotion by the Malaysian Philippines through efforts of public
government and educational diplomacy and advocacies.
institutions (GfK , 2009 Roper Public
• Investors have been scared off by the
Media & Affairs)
drug war and the statements, which
• The speeches of the Prime Minister on show how much the governance
the topic “Invest Malaysia” have dimension of the Philippines is taking
shown that programs directed a toll.
towards investments and improving
the economy has attracted more to
do business and live there
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