Nine S'pore brands win kudos for success overseas

Winners lauded for establishing a strong presence in at least five foreign markets

A MEDICATED oil that relieves headaches and muscle aches may not look like an obvious export winner, but Axe Brand is proving just the tonic for Leung Kai Fook Medical.

DELIVERING ON QUALITY: Good strategies can take a brand beyond local shores, says Ms Hoan, seen here with (from left) chief judge Mr Tan, Apex-Pal CEO Douglas Foo and Leung Kai Fook's Mr Leong. -- NORHAIZA HASHIM

'We're very proud our products are sold in five continents,' said an elated group managing director Leong Mun Sum.

'Our brand strategy is through geographical extension, with India as an emerging market for us.'

It is that spirit that the new prize - launched into an already crowded award scene by the Association of Small and Medium Enterprises and newspaper Lianhe Zaobao - wants to recognise.

The gong, part of the annual Singapore Promising Brand Award (SPBA) scheme, is called the CitiBusiness-SPBA Regional Brand Award.

Winners must have established a presence in at least five foreign markets and be either past winners of SPBA or SPBA heritage winners.

It is hoped that the new award will motivate SPBA winners that have not ventured abroad to take the leap into new boundaries.

The chief judge, IE Singapore deputy chief executive Ted Tan, said a brand was 'judged on how successful it is in achieving a breakthrough in at least five foreign markets through licensing, franchising, distribution, representative office, local partnership or branch office while retaining its true values as a Singapore brand'.

The first crop of nine winners was honoured last week and apart from Axe Brand, included enterprises ranging from interior design firms to top retailers.

As if to illustrate Singapore's business diversity, the communications design and production group Kingsmen Creatives was one of the nine, a firm about as far removed from Leung Kai Fook Medical as could be imagined.

Kingsmen has units in 13 countries and has done such projects as designing outlets for clients like Gap, The Hour Glass and Robinsons.

'Our brand is design-led, drawn by quality and service. You're as good as your last job,' said group executive director Simon Ong. 'Anything we do, we do it with a good design, and we must deliver that.'

Another winner was BreadTalk. It has snagged four SPBA awards but this one was special as it is a 'strong endorsement' of how the group's strategy has paid off, said BreadTalk's head of brand development, Ms Joyce Koh. 'Our partners see how our brand is accredited by experts, and it gives them confidence, too, in our brand,' she said.

The other six winners were Frasers Hospitality; Apex-Pal International's Sakae Sushi chain of Japanese restaurants; Goodrich Global, a supplier of interior wall coverings; King's Safetywear, which makes industrial footwear; Hawaii Furnishing's Scanteak furniture brand; and seafood supplier Kwang Yeow Heng's Skylight Delicacies.

While some of the winning firms may seem small in a global contest, good strategies can take a brand beyond local shores, placing it alongside global stars like Nike, said Ms Dora Hoan, chairman and founder of SPBA.

She also pointed out that the new award provides a sign of how past winners of SPBA prizes, such as Axe Brand and BreadTalk, have been evolving.

'This award recognises their commitment...and provides a benchmark for the other winners of SPBA and other brands as well.'