Familiar homegrown brands shine at the 17th Singapore Prestige Brand Award

Singapore, 1 November 2018 – Homegrown brands rejoiced their win at the 17th Singapore Prestige Brand Award (SPBA) Award Presentation Ceremony. Held at The Ritz-Carlton, the event was graced by Guest-of-Honour, Minister for Education, Mr Ong Ye Kung.

An iconic landmark of Singapore and an integral part of Singapore’s ‘City in a Garden’ vision, Gardens by the Bay was honoured as the Winner of the SPBA - Special Merit award. A national garden and premier attraction for local and international visitors, it presents the plant kingdom in a whole new way, entertaining while educating visitors with plants seldom seen in this part of the world. The SPBA - Special Merit is a unique award category to honour government agencies and not-for-profit organisations, and participation in this category is strictly by invitation only.

F&B household brand, Toast Box, was in the spotlight last evening as they successfully swept the major titles in the SPBA - Established Brands category. Toast Box was named the Most Popular Established Brand and Overall Winner, SPBA - Established Brands.

Founded in 2005 by BreadTalk Group, Toast Box is reminiscent of local Nanyang coffee shops of the 1960s to 1970s. The nostalgic experience is reinvented as customers enjoy freshly brewed Nanyang coffee, the smell of freshly toasted bread, Asian delights, and sights of coffee or tea pulling in thoughtfully-designed contemporary settings. Staying true to the award theme of SPBA 2018, the brand continues to advocate the Nanyang coffee experience through research and development and international expansion, for more to share the same great taste.

B9 Dental Centre was another big winner of the evening, clinching the title of Overall Winner in the SPBA - Promising Brands category. To add to this celebratory note, the brand was also inducted into the SPBA - Hall of Fame. The Hall of Fame is a prestigious circle of leading brands that have continuously pursued the highest form of branding excellence.

B9 Dental Centre has a passion for excellence in dental care and aims to promote and improve the quality of dental service in Singapore. While the centre serves a diverse clientele and provides all major dental treatments, patients receive the very best advice and personal guidance on their conditions. B9 Dental Centre ensures a caring and compassionate environment to give customers comfort and peace of mind.

There were 4 Overall Winners for the various award categories, namely, SPBA - Promising Brands, SPBA - Established Brands, SPBA - Heritage Brands, and SPBA - Regional Brands. Within these respective award categories, one brand was also voted as the SPBA - Most Popular Brand; an award conferred to brands that have garnered the highest number of votes in the respective award categories from the public (Please see Appendix on page 5).

Mr Kurt Wee, President of the Association of Small & Medium Enterprises (ASME), said, “In this changing and globally interconnected business landscape, all companies, be it big or small, young or mature, need to swiftly adapt and integrate into the digital economy. Branding is at the core of a business as a strong brand allows business owners to build on trust that transcends geography and time. Digitally empowered customers need to be assured of the quality of the products and services they are purchasing, even without any physical contact. As the leading voice of SMEs in Singapore, ASME is very honoured to partner Lianhe Zaobao in co-organising the Award for the past 17 years, establishing SPBA as the mark of excellence that recognises homegrown brands.”

Mr Goh Sin Teck, Editor, Lianhe Zaobao & Lianhe Wanbao, said, “An important way for SMEs to grow is to expand into regional markets, and branding can help enterprises transcend geographical boundaries for continual growth and progress. We have observed a good number of local brands leveraging the prestigious repute of the SPBA in their internationalisation journeys. With many of these brands achieving international acclaim, it is a testament that local brands can also soar far and wide, beyond the shores of Singapore.”

Jointly organised by ASME and Lianhe Zaobao, the SPBA honours homegrown brands with compelling brand messages and strategies, giving them the visibility to stand out in a competitive business environment.

Into its 17th year, the SPBA has honoured over 450 unique local brands. The award aims to continue raising the bar in branding and push local brands to reach a higher mark of excellence.

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