NOW in its 20th year of honouring local brands, the Singapore Prestige Brand Award (SPBA) 2020/21 was launched on Wednesday with a new theme to encourage resilience and excellence in local brands post-pandemic. 

Chosen before the pandemic outbreak, the theme for this year’s award – On to Higher Ground – has become one that celebrates the admirable spirit of brands that have risen above the challenges that the pandemic brought and emerged stronger than before, said Chew Lee Ching, SPBA organising committee chairman. 

Ms Chew brought up the example of LHN Group, a three-year SPBA award winner that had been inducted into the SPBA Hall of Fame. The company had successfully optimised unused spaces for e-commerce and co-living during the pandemic.  LHN had also secured contracts to convert spaces into workers’ dormitories during the peak of the pandemic, doubling its revenue in the process.

Calling on brands to participate in the award, Goh Sin Hwee, co-chairman of SPBA 2020/21 organising committee said: “Many enterprises and business owners have experienced challenging and difficult ordeals since the onset of the Covid-19 pandemic.” “This year’s SPBA seeks to recognise and honour deserving local enterprises that have overcome the many setbacks and transformed their business.”

The award also welcomed Huawei International as its technology partner for the first time. 

Identifying digital transformation as a key to boost productivity and build business resilience, the tech giant said it will strengthen collaborations with local partners and institutions to cultivate and nurture a resilient, evolving pool of tech talents. 

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This year’s award boasts four categories – Promising Brands for those established for three to eight years; Established Brands for those established for more than five years; Heritage Brands for those established for more than 25 years; and Special Merit for government agencies and not-for-profit organisations that have made strides in branding efforts.

The winners of the SPBA 2020/21 will be announced at an award presentation ceremony at a later date.