The Singapore Prestige Brand Award (SPBA), which is an award given to homegrown enterprises
and non-profit organizations(NPOs), have been established to give recognition and honor to 
Singapore brands which are well managed and developed through various initiatives in branding.

singapore

There are five categories of winners for the SPBA, namely:
Promising Brands(for companies/NPOs established between 3 to 8 years), Established Brands
- (for companies/NPOs established between 6 to 30 years), Heritage Brands(for companies/
NPOs established for more than 30 years), CitiBusiness Regional Brands – (for companies/NPOs 
established for at least 3 years, with presence in at least 5 foreign countries), and Special Merit,
newly introduced in 2009 for NPOs and government agencies established for at least 3 years.

Mr Chan Chong Beng, the chairman of SPBA, selected Thomson and Breadtalk when requested 
to name a few successful examples of winners of the SPBA. Breadtalk took part in SPBA in year
2002 when it has only been established for three years, but now it has grown its operations to 
setting up franchises of over200 bakeries in 15 countries. On the other hand, Thomson Medical
 Centre used SPBA to improve its branding for being top-notch for its maternity services.

sg-company-1

Mr Chan made three observations about this year’s winners of the SPBA. Firstly, bigger brand
are being drawn towards participating in the award, and that the brands taking part in the award
are showing an increase in excellent standards.

The second observation Mr Chan makes is that many brands come back to participate every
 year. These companies stated the advantages that they have gained from taking part or from winning the award. Some brands come back with stronger reasons to win, while some may not be
able to succeed as before.

sg-company-2

Lastly, he notices that non-profit organizations are beginning to build on their branding efforts.
 These organizations have seen the importance of making a constant effort to draw more people
to their organization.