Tagline ‘So easy to enjoy,
So hard to forget’
The promotion campaign
’Milllennia mania’
‘Live it up’
‘Singapore roars!’
Why repositioning?
Surprising Singapore
New Asia- Singapore
Expression all that can be found and experienced
in Singapore!!
It is not just a name.
‘New Asia – Singapore: the concep
Ⅳ. 본문 강독
1. Narrating the Nation : An Imagined Community
National cultures are composed not only of cultural institutions, but of symbols and representations.
민족 문화는 문화 제도와 상징과 재현들로 구성되어 있다.
A national culture is a discourseㅡa way of constructing meanings which influences and organizes both our actions and our conception of ourse
Asia로 퍼져 나갔다. 이들 중 일부는 기원전 2000년경에 Greece에 정착하였다. 다른 인구어 민족은 기원전 1500년경에 India 대륙까지 들어가게 된다. 이러한 인구어 민족의 분리는 서서히 일어나서 Hittites(히타이트人)가 인구어 민족의 원거주지에서 처음으로 갈라지고 뒤이어 Indo-Iran人들의 분리가 나타났다.
Imagination & courage
Inclusiveness
Expertise
Connects effectively with a broad group of stakeholders
In tune with outside customers and environment, sees around corners
Educated on global issues, curious about the world
Embraces ambiguity and uncertainty,
is adaptive
Connects strategy to purpose and communicates in a way that inspires
Decisive, uses knowledge,
experience, network, instinct
Ge
Nudie’s Internationalization
First Export order in 2004, worth more than $100,000 in Food & Hotel Asia Trade Fair in Singapore.
Started to export to Hong Kong, New Zealand, Singapore
Why New Zealand & Singapore?
1. Cultural closeness
Similar trade regulation
English speaking
Café & Deli Culture
No packaging restriction
2. Geographic Proximity
Physically Nearby
Low Tra