Honouring homegrown companies with strong branding messages

THE Singapore Prestige Brand Award (SPBA) 2020/21 will launch officially on Wednesday.

Now into its 20th year, the award honours homegrown brands with strong brand messages and strategies.

It is jointly organised by the Association of Small & Medium Enterprises (ASME) and Lianhe Zaobao.

SPBA 20/21 will feature 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.

Participation in the latter category is strictly by invitation only from the Award Organising Committee.

Except for Special Merit, an overall winner will be picked from each award category and the public can also cast their votes for the Most Popular Brand in those three categories. The Regional Brands category will not feature in SPBA 2020/21.

Eatery chain White Restaurant was the overall and most popular brand winner in the Promising Brands category at SPBA 2019, while imaging solutions company Fotohub picked up both the overall and most popular brand award in the Established Brand category that same year.

All participants will be judged by a panel comprising representatives from statutory boards and multinational corporations, as well as brand consultants. The winners of the SPBA 2020/21 will be announced at an awards presentation ceremony at a later date.

• The Singapore Prestige Brand Award (SPBA) 2020/21 launch will be held on April 28 from 2-4pm. To watch via Zoom, register at https://tinyurl.com/47n9zpp5. For more information, check www.spba.com.sg