| Tasty Singapore - A Recipe for Success
By Lesley Tian
Associate Research Analyst
15 May 2008
Singapore - As the common saying goes, You Are What You Eat. And this is precisely what The Singapore Brand is about – Food.
“Tasty Singapore” is the brand initiative launched in April 2004 by International Enterprise Singapore (IE Singapore), in collaboration with the Singapore Food Manufacturers Association (SFMA) and the Singapore Manufacturers Federation (SMa); and supported by SPRING Singapore.
This initiative offers a collective brand identity for Singapore food and beverage companies venturing overseas – the perfect analogy for the food-loving Singaporean that communicates the distinctive personality of the Singapore food industry. It is the ultimate reflection of creativity, innovation, quality and tradition.
On 15 April, more than 30 Tasty Singapore brand ambassador companies came together for a brand strategy pow-wow. Discussions included the inculcation of Tasty Singapore values into the culture of Singapore food companies as they internationalise – so that the essence of the Singapore brand can be unified to exceptional finesse through an industry initiative.
Principal Consultant of StrategiCom Jacky Tai: “As Singapore food companies internationalise, it is important for them to remember that Singapore is also known for its unique tastes and its association to certain food types. This can help build the Singapore brand, and Tasty Singapore provides that unifying opportunity. Through brand strategy formulation workshops such as this, our food companies are better at understanding the know-how of co-branding and the benefits which it can bring if done properly”.
Tasty Singapore provides good leverage for local food manufacturers to exploit many international opportunities. It also aims to help companies position their profile, favourably aligned with the already-outstanding reputation of Singapore. As a Tasty Singapore Ambassador, companies will have immediate access to a series of promotional activities. |
