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Changes to Singapore Prestige Brand Award will allow more brands to qualify

Published on Apr 3, 2014 4:26 PM

An annual award that recognises outstanding local brands has been tweaked in the hopes of attracting more potential winners.

The Singapore Prestige Brand Award (SPBA), jointly organised by the Association of Small and Medium Enterprises (ASME) and Chinese daily Lianhe Zaobao, said on Thursday that the criteria for two of the award's categories have been changed, allowing more brands to qualify.

A brand can now be considered for the "heritage" category if it has been around for 25 years, from 30 years previously, while a brand that has been in three foreign markets for at least three years - down from five previously - can qualify for the "regional" category.

In a press release, the organising committee said that the move would recognise "brands which have stayed relevant for a long time and those which have taken the challenge and ventured overseas successfully".

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