P11. Positioning and Branding

Last but not least, positioning and branding provides a recognizable identity to what is otherwise an intangible product. It reassures potential customers that the service will be delivered as promised.

This event is branded with the name Singapore in it, thus Singapore Biennale. With a country’s name in an event, it gives people the perception that it is something big and not just some small private functions opened to invitations only. Also, involvement from various government institutes like Ministry of Health, Ministry of Education, and National Arts Council etc tells people that this event is important to the nation; much effort has been put into realizing this event and to expect a fruitful experience when you go to visit Singapore Biennale.

Also, with the theme ‘Wonder’, and multi colors are used to decorate the banners and brochures, it makes the event feel exciting. It is branded in such a way it caters to people of all age groups, from Kids’ Biennale for the young, to Singapore Biennale for the adults, and Singapore Flyer flights for tourists, nobody should have an excuse not to attend this event.