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

• BreadTalk

2003 Award Winners

Singapore Promising Brand Award

• AIBI
• Barang Barang
• Camel
• Econ Healthcare
• Haach
• Hosen
• Jackspeed
• Lorenzo
• Mili
• New Moon
• Novena
• Rang Mahal
• Sakae Sushi
• Scanteak
• Showy
• Tong Garden

SPBA Distinctive Award

• BreadTalk
• Da Vinci
• Zouk

SPBA Most Popular Brand Award

• Bee Cheng Hiang

2004 Award Winners

Singapore Promising Brand Award

• AIBI
• 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

• Bee Cheng Hiang

External links

• Singapore Promising Brand Award homepage