In recent years, there has been massive growth among Singaporean brands that expanded on the global stage.
Aside from producing quality products, these homegrown brands have built an identity characterised by their culture and innovation. As Singaporean brands continue to dominate in the global market, let’s take a closer look at the strong brand strategy of five brands that have made a name for themselves: from Singapore Airlines’ exceptional brand of hospitality to the massive reach of Grab.
Let’s examine their strategies and how they have boosted Singapore’s reputation as a business yet humble leader that stays true to its roots.
5 Singaporean Brands that Have Dominated the Global Stage
These Singaporean brands have made a significant impact on the global market. But how did they do it? What are the opportunities for these brands to keep the momentum going?
Singaporean Brand #1: Singapore Airlines
Image Credit: Singapore Airlines
| Singapore Airlines | |
| について | Flag carrier of Singapore, known for exceptional service and innovation in air travel. |
| 産業 | Aviation |
| Date Founded | 1972 |
| Best Known For | High-quality air travel and customer service |
| Number of Customers (2024) | 9.6 million (Source) |
When it comes to Singaporean brands with a global impact, Singapore Airlines is, without a doubt, at the front and centre. Founded in 1972, the airline is the flag carrier of Singapore and has quickly evolved into one of the best carriers in the world. It has reached a ranking as a five-star airline and has been named the World’s Best Airline five times by Skytrax.
With its signature hospitality embodying Singaporean culture, the airline staff has been awarded the World’s Best Airline Cabin Crew by Skytrax in 2019. Not to mention, it has continued to impress its passengers with its exceptional service and gourmet in-cabin meals.
Singapore Airlines’ Strong Brand Strategy
So how did it position itself in the global arena? What strategies did the brand use?
- Exceptional Service: SIA has built a brand dedicated to exceptional service thanks to its in-flight services, overall passenger experience, and cabin crew training.
- Innovative Branding: One of the things that has set SIA apart from other airlines is its “Singapore Girl” campaign, which has become a symbol of Singaporean hospitality. The airline’s cabin crew wear a distinct sarong kebaya uniform that emphasises the brand’s dedication to professionalism, elegance, and personalised service.
Image Credit: Singapore Airlines
- Strategic Partnerships: Having been a member of the Star Alliance network, Singapore Airlines has formed strong global partnerships and alliances with other Singaporean brands. This has allowed the airline to extend its reach to other destinations and provide a seamless travel experience to everyone.
- Loyalty Programs: Singapore Airlines launched its KrisFlyer loyalty program to give frequent travellers rewards, such as upgrades, points, and exclusive benefits. This has encouraged travellers to stay loyal to SIA.
- Product Differentiation: SIA has built a reputation for its luxurious product offerings. Travellers get to enjoy high-quality meals, spacious seating, and a robust entertainment system when they fly with the airline. Premium service can be expected across all classes, from Economy to First Class.
As Singapore Airlines continues to dominate the global market in the aviation industry, it continues to stay committed to sustainability and corporate social responsibility by investing in fuel-efficient aircraft and supporting community projects that leave behind a positive environmental impact. The brand also tailors its marketing efforts to local markets and continues to adapt its culture to its offerings.
Through these, SIA has left an indelible mark that has boosted Singapore’s culture to the entire world.
Singaporean Brand #2: Grab
Image Credit: Grab
| Grab | |
| について | A technology company offering ride-hailing, food delivery, and digital payments. |
| 産業 | Transportation & Tech |
| Date Founded | 2012 |
| Best Known For | Southeast Asia’s leading super app |
| Number of Customers (2024) | Over 30 million monthly active users (Source) |
What originally started as a ride-hailing service in Singapore has grown significantly throughout Southeast Asia and its neighbouring countries. Grab was founded in 2012 with the simple mission of “making safe and comfortable rides accessible for everyone.” As the years progressed, so did this Singaporean brand.
Today, Grab has become a household name with a variety of services. Apart from its origins as a ride-hailing service, the brand now offers food delivery services, digital payments, and financial services. The brand was able to achieve these things as it adapted to the needs of its markets, especially amid the pandemic.
Their attention to strategic acquisitions and partnerships with local Singaporean brands have also helped pave the way for the brand. This has allowed them to serve the everyday needs of millions of Grab consumers across 8 countries and 500 cities.
2024年のオンライン・トレンド：トレンド・スポッティングの極意
Grab’s Strong Brand Strategy
Its 10-year growth is evidenced by these strategies:
- Market Adaptability: Although Grab started as a ride-hailing company, it did not stop there. It customised its service, adjusting to the needs of its local markets, and listened to its customers. This has allowed them to expand to offer other services (such as local payment solutions) and address regional preferences.
- Brand Localisation: Since Grab operates in various countries, it has invested in knowing more about the markets it serves. This allowed the brand to tailor its marketing messages and promotions to resonate with the local cultures it supports. It also created strong brand loyalty from its customers.
- Customer Loyalty Programs: To retain customers, Grab rolled out the GrabRewards system, which awards loyalty programs and rewards to its repeat customers.
Image Credit: Grab SG Facebook
- Aggressive Expansion: In 2018, Grab made a surprise move by acquiring Uber’s Southeast Asia operations, which was seen as the largest-ever deal of its kind in the region. And despite the pandemic, Grab continued to operate and dominate the market by offering solutions while its customers were stuck at home during the lockdowns.
- Technology and Innovation: As a tech company, Grab has invested in solutions to improve user experience. They have also spearheaded the development of advanced algorithms for passenger-driver matching and optimising delivery routes.
Grab has also been at the forefront of forming strategic partnerships with local startups, merchants, and restaurants as they consider them as vital businesses to serve.
Singaporean Brand #3: Charles & Keith
Image Credit: Charles & Keith
| Charles & Keith | |
| について | Fashion retailer specialising in affordable women’s footwear and accessories. |
| 産業 | Retail/Fashion |
| Date Founded | 1996 |
| Best Known For | Trendy and affordable fashion items |
| Number of Customers (2024) | Extensive, exact numbers unknown |
Charles & Keith is another Singaporean brand that has propelled its business overseas. Its humble start in 1990 has helped the brand reach greater recognition by listening to its customers’ feedback. Instead of continuing with its original practice of reselling shoes purchased from wholesale suppliers, the brand decided to design its products in 1997; allowing them to cut out the middleman.
In just a year’s time, the brand was already making waves in Indonesia and Australia. Soon, they opened their first store in the Philippines, which allowed them to open 30 more stores in the country. They also ventured in the Middle East by 2004. To date, the brand has over 300 stores around the world.
Aside from selling women’s footwear, Charles & Keith opened Pedro in 2005, a line that sold men’s footwear, accessories, and other high-end products. By 2011, the luxury brand, LVMH (Louis Vuitton Moet Hennessy) had invested a 20-percent stake in Charles & Keith. After some time, the Wong brothers brought their shares back from LVMH.
Charles & Keith’s Strong Brand Strategy
What strategies did Charles & Keith use to build its brand in and outside Singapore?
- Fashion Forward: When Charles & Keith started, it sold shoes that were purchased from wholesale suppliers. However, after listening to its customers, the brand changed its approach and started to design its own shoes that fit the appeal of its demographic. Soon after, they started to offer bags and accessories to match their shoes.
- Strategic Retail Expansion: The brand expanded its retail footprint in strategic locations by identifying its target demographic and where it shopped. This has allowed the brand to operate in over 600 stores in over 40 countries.
- Omni-Channel Retailing: Apart from focusing solely on its retail stores, Charles & Keith has revolutionised the footwear industry by offering customers a convenient way to shop through its website.
- Influencer Collaborations: Charles & Keith has recognised the power of social media and influencer marketing by working with celebrities and fashion influencers to enhance its brand visibility.
Image Credit: Business Insider
Back in 2023, a teenager was cyber-bullied by her peers after posting a TikTok video where she claimed her dad had bought her “first luxury bag” from Charles & Keith. Not one to let this discourage the teen, Charles & Keith supported her by buying her lunch and signing her up for a modelling gig.
Although some couldn’t help but think that this was a fabricated story, it helped boost the brand’s image as one that stands up against bullying.
Singaporean Brand #4: BreadTalk
Image Credit: BreadTalk
| BreadTalk | |
| について | The bakery chain is known for its innovative bread and pastry offerings. |
| 産業 | Food & Beverage |
| Date Founded | 2000 |
| Best Known For | Unique and creative bakery products |
| Number of Customers (2024) | Extensive, exact numbers unknown |
How to Spot Market Trends for Long-term Business Planning
BreadTalk is another Singaporean brand that has left a mark in the global market, thanks to its delicious and innovative baked products. Founded in Singapore in 2000, the brand quickly became a hit among the public where hordes of locals lined up for their products.
Soon after its global expansion, BreadTalk has expanded to include other Singaporean brands like Toast Box, Butter Bean, The Icing Room, Bread Society, and many others. It has branches in over 900 retail outlets across 15 markets.
BreadTalk’s Strong Brand Strategy
How did BreadTalk achieve global success in just a short amount of time?
- Consistent Branding: BreadTalk maintained a consistent brand image and quality across its markets, which helped the brand become easily recognisable and trusted by international customers.
- Franchising Model: The brand was able to enter new markets by allowing local partners to franchise it. Instead of experimenting with the regional dynamics, they trusted their partners to know how best to market their products.
- Innovative Offerings: If there’s one thing that makes BreadTalk stand out from its competitors is that it focuses on creating unique bakery products, such as its signature buns and floss breads.
Image Credit: BreadTalk Facebook
- Modern Store Layout: Apart from innovating its products, BreadTalk created a modern store layout that gave customers an experience when they purchased their favourite bread. This approach has become part of BreadTalk’s brand identity which their customers enjoy.
- Local Flavours: Aside from creating a twist on its baked products, BreadTalk has adjusted its products to cater to local tastes and preferences.
- Customer Engagement: In addition to its strong presence on social media, BreadTalk has introduced a new mascot called Song Song, which appears together with another mascot, Master Chef. The two bring joy to the customers of BreadTalk on social media.
- Strategic Collaborations: Occasionally, BreadTalk partners with other Singaporean brands for special events like The Ultimate Spider-Man movie release (2014) or the limited-edition Hello Kitty mooncakes released in 2013.
BreadTalk’s innovative thinking has helped make the brand a global leader in its field.
Singaporean Brand #5: Lazada
Image Credit: Lazada
| Lazada | |
| について | E-commerce platform offering a wide range of products and services online. |
| 産業 | 電子商取引 |
| Date Founded | 2012 |
| Best Known For | Leading online shopping destination in Southeast Asia |
| Number of Customers (2024) | Over 80 million (Source) |
The last Singaporean brand we’re looking at today is none other than e-commerce giant, Lazada, which has become one of the largest platforms in Southeast Asia. The platform originated in Singapore in 2012 as a marketplace that offered warehouse products to consumers. After its launch, Lazada changed its business model to allow third-party retailers to sell on the platform too.
In 2016, the Alibaba Group acquired a controlling stake in the brand to allow it to expand globally. This has allowed them to operate in other Southeast Asian countries except Cambodia, Laos, Myanmar, East Timor, and Brunei.
Lazada’s Strong Brand Strategy
To reach global success, Lazada made use of these strategies:
- Regional Adaptation: Since Lazada expanded to its neighbouring countries, it adapted to the needs of its local markets. This included offering strategies in local dialects, cultures, and consumer preferences.
- Mobile-First Approach: Lazada understood that its users were mostly on mobile devices. This is why the brand heavily invested in optimising its app for a seamless shopping experience. It also included features like easy navigation, mobile-exclusive deals, and personalised recommendations.
- Innovative Marketing Campaigns: Lazada has hosted several sale events like their 11.11 (Single’s Day) or the 12.12 (Year-End Sale). They have also partnered with local influencers and celebrities for such campaigns.
Image Credit: PR Newswire
- Digital Advertising: Since it focused on mobile users, Lazada advertised on digital channels, including the use of social media ads to reach their intended customers.
- Logistics Network: In addition to its shopping platform, Lazada has expanded to its own logistics arm called Lazada Express so it can efficiently manage the delivery process.
Lazada’s continuous attention to addressing the needs of its users has allowed the brand to expand to more markets outside of Singapore.
Using a Strong Brand Strategy for Success
With the impression brought about by these five Singaporean brands to the global market, it’s no surprise that Singapore is viewed as a technological hub. Allow us to help you employ these strategies to hoist your brand to a global scale. Call us today to learn more about how we can create a strong brand strategy for your business too.
よくある質問
What is a strong brand strategy?
A strong brand strategy encompasses a clear vision of a brand’s purpose, values, and goals. It involves defining the target audience, establishing a unique value proposition, and consistently communicating this identity across various channels. This strategic approach helps to differentiate a brand in a competitive market, fostering customer loyalty and recognition.
How did the featured Singaporean brands achieve their success?
The featured brands in the article adopted a strong brand strategy by understanding their customers, creating engaging narratives, and maintaining a consistent brand voice. They also focused on innovation and quality, ensuring their products resonate with local and international markets.
What are the key elements of a strong brand strategy?
Key elements include a well-defined mission and vision, thorough market research, a unique value proposition, consistent messaging, and customer engagement strategies. Effective branding also involves monitoring brand perception and making adjustments based on feedback and market trends.
How can businesses in Singapore develop their strong brand strategy?
Businesses can start by conducting thorough market research to understand their audience and competitors. They should define their unique value proposition, set clear branding goals, and develop a cohesive visual and verbal identity. Continuous engagement with customers through various platforms also plays a crucial role in refining their strategy.
Why is a strong brand strategy important for local businesses?
A strong brand strategy is vital for local businesses as it helps to create brand awareness, build customer loyalty, and differentiate from competitors. In a globalised market, a robust brand identity can significantly enhance a business’s ability to attract and retain customers, ultimately driving growth and success.
