53 local brands honoured at the Singapore Prestige Brand Award

SINGAPORE - Local food and beverage brand Yeo's may have been around for some 115 years, but this year was the first time it has won the Singapore Prestige Brand Award (SPBA).

It was one of the 53 homegrown brands from education, healthcare, manufacturing and food industries recognised for their efforts in branding on Tuesday.

"Being a brand that has been around for quite a long time, it's good that we get affirmation from credible and reputable third-party sources like the SPBA," said Yeo's group chief executive Melvin Yeo.

The evaluation process also gave the company a chance to learn from industry practitioners and experts, so as to "refresh and rejuvenate" the brand to stay relevant with the changing consumer needs, said Mr Yeo.

It won the SPBA-Heritage Brand alongside 12 other local firms.

Another first-time winner for this category is hundred-year-old medicated oil firm Chop Wah On.

"In Singapore there are some jewels - good companies, and good brands that a lot of Singaporeans don't recognise," said Mr Tong Kok Kai, director of Chop Wah On.

By taking part in the awards, Mr Tong hopes to get the Chop Wah On brand "known regionally as a Singapore brand having the trust of people."

"Generations of consumers are familiar with these brands," said Miss Chew Lee Ching, chairman of the SPBA 2015 organising committee.

"We are proud to recognise them today and it's heartening that they chose to participate in the SPBA," she added.

The SPBA has five categories, covering firms seen as having promising, established or heritage brands as well as those with regional brands and organisations such as government agencies and those not for profit.

The overall winners and the most popular brands of each category will be announced on October 30. The winners were chosen from some 120 entries and 22 of them are past recipients of the award.

Started in 2002, the SPBA is jointly organised by the Association of Small and Medium Enterprises and SPH's Chinese-language daily, Lianhe Zaobao.

kohping@sph.com.sg