Singapore Promising Brand Award
The Singapore Promising Brand Award is an annual award conferred to recognise outstanding efforts of Small and Medium-sized Enterprises in Singapore in the promotion of their brands. First given out in 2002 through a collaboration between the Association of Small and Medium Enterprises (ASME) and the Lianhe Zaobao, it has since recognised close to 100 local brandnames of SMEs, and introduced a new Heritage Brand Award category for its 2005 edition.
Judging criteria
A point system is used to access entries over five broad criteria, broken down as follows:
| Criteria | Points | |
|---|---|---|
| Brand strategy / identity | Brand vision | 10 |
| Brand mission | 10 | |
| Brand purpose | 10 | |
| Brand portfolio and architecture | 10 | |
| Brand values / personality | 10 | |
| Brand positioning | 10 | |
| Brand promise | 10 | |
| Brand development plan | 30 | |
| Brand culture | Brand champion | 10 |
| Brand management team | 10 | |
| Brand communications | 20 | |
| Integrated brand communications | Brand identity system | 10 |
| External brand communications | 30 | |
| Customer relationship management | 30 | |
| Brand equity | Intellectual property, trademark, licensing and franchising | 10 |
| Channel strategy | 10 | |
| Product development | 10 | |
| Awards and certifications | 10 | |
| Brand performance | Market share (Local and overseas) | 10 |
| Growth (Local and overseas) | 10 | |
| Brand performance (Internal) | 10 | |
| Brand performance (External) | 10 | |
| Profitability | 10 | |
| Total | 300 | |
Winners
2002 Award Winners
Singapore Promising Brand Award
- Bee Cheng Hiang
- Café 21
- Cerisi
- Crocodile
- Dennis Wee Group
- Dodo
- Expressions
- Family Fortune
- Haach
- Kinderland
- PestBusters
- Seng Choon
- The Aspara
- Tong Garden
- TopChoice
- V-KOOL
- Unicorn
SPBA Distinctive Award
- Chng Kee’s
- Kingsmen
SPBA Most Popular Brand Award
2003 Award Winners
Singapore Promising Brand Award
- AIBI International
- Barang Barang
- Camel
- Econ Healthcare
- Haach
- Hosen
- Jackspeed
- Lorenzo
- Mili
- New Moon
- Novena
- Rang Mahal
- Sakae Sushi
- Scanteak
- Showy
- Tong Garden
SPBA Distinctive Award
SPBA Most Popular Brand Award
2004 Award Winners
Singapore Promising Brand Award
- AIBI International
- Avance
- Barang Barang
- Bengawan Solo
- Blush!
- bwL
- Expressions
- Fortune
- Hosen
- Ichiban
- Jack's Place
- Koufu
- Learning Vision
- Lorenzo
- Ma Kuang
- Mili
- New Moon
- Nico
- Novena
- Old Chang Kee
- Scanteak
- The GMP Group
- Thomson Medical Centre
- TianPo Jewellery
- V-KOOL
SPBA Silver Award
- Bee Cheng Hiang
- BreadTalk
- Haach
SPBA Distinctive Award
- 77th Street (Streetwear Brand)
- BreadTalk
- Fraser Serviced Residences
- Goodrich
- Haach
- Lee Hwa Jewellery
SPBA Most Popular Brand Award
2006 Award Winners
Singapore Promising Brand Award
- CarTimes
External links
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