With the use of interviewing methods, the research highlights that the leaders and the people of Singapore are embracing certain values critical for institution-building and the island-Republic's progress. Singapore can be considered as a brand, and that brand can be associated with a set of values that the nation and its businesses subscribe. With an adapted Confucian heritage, Singaporeans and Singapore Companies are adopting the values of achievement, sense of unity/team spirit, learning, efficiency, pragmatism, father leadership, prudence, and service as the value they work and live by.

Society needs to have values; otherwise society disintegrates (Chopra, 1998). Societies and companies could be shaped and imbued with certain values or traits which improve their chances of success. Examples include The Body Shop = Environmental friendly (product attributes + company values) and Singapore Airlines = A great way to fly (excellent product + service quality value). Here, Singapore can be regarded as a brand. That brand can be associated with a set of values that the nation and its businesses subscribe to. This study thus seeks to illustrate the same.

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