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superbrands.com/sg An Insight Into Many of Singapore’s Strongest Brands Volume 15
Published by SB Asia Pte Ltd 100 Trass Street #09-01 100AM Singapore 079027 Tel: +65 9820 0416 Email: mark.pointer@superbrands.com Under license from Superbrands Ltd Copyright Superbrands Ltd. 2024 35 Ballards Lane London N3 1XW England All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, digital, or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. The trademark of SUPERBRANDS® is a trademark of Superbrands Limited. The logo is the subject of copyright of Superbrands Limited © Superbrands Limited 2024 All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logo and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. Chief Executive Officer Superbrands Singapore Mark Pointer Country Director Jonathan Hardy Sales Director Daryl Ng Brand Liaison Manager Roman Suarez Creative Director Meng Salazar Graphic Designer Louvia Ramos
Contents
Contents 006 About Superbrands 008 The Superbrands Mark of Excellence 052 Marshall Cavendish 054 MindChamps 056 MODE 058 Neo Garden 060 New York Skin Solutions 062 Ocean Health 064 Perrier 066 Seiko 068 Shakura 070 Sheng Siong 072 Signify 074 The Ascott 076 The Business Show Asia 078 UGS 080 Yun Nam 082 Zero Healthcare Appendix 084 Emerging Branding Trends in Singapore: Shaping the Future of Marketing 010 Foreword 012 Superbrands Selection Process Brand Stories 020 BVA BDRC 022 Carlsberg 024 City Energy 026 Declarators 028 Dorra 030 Dulux 032 EPLAS 034 Extra Space Asia 036 Gardens by the Bay 038 Hockhua Tonic 040 Holistic Way 042 Initial 044 Jonsson Protein 046 LACY’S 048 LG Electronics 050 London Weight Management 090 Branding in an AI World: Everything’s Changed, Yet Nothing’s Changed 096 List of Categories 098 Brand Directory
6 Superbrands Volume 15 About Superbrands
7 Singapore’s Strongest Brands Superbrands is the leading global brand award. Launched in London in 1994, Superbrands has grown into a worldwide organisation that operates in more than 90 countries throughout the world and has become a global brand in its own right. The Superbrands organisation identifies and pays tribute to exceptional local and international brands within the local market. It helps those brands leverage their Superbrands Status to the brands’ customers, stakeholders, employees, and the wider community. In Singapore, Superbrands has been helping companies build brand recognition and trust for more than twenty years. Participation in Superbrands is by invitation only and Superbrands awards are decided by consumer votes. Becoming a Superbrand means joining a prestigious group of the world’s outstanding brands. The Superbrands brand reference book tells the story of many of Singapore’s successful brands, exploring their history, recent developments and achievements. It forms part of a broader platform that pays tribute to the strongest brands in the category. By identifying these brands and compiling their brand stories, Superbrands hopes that people will gain valuable insight into the discipline of branding and a greater appreciation of the brands themselves. Superbrands is the most enduring mark of brand excellence.
8 Superbrands Volume 15 The Superbrands Mark Of Excellence
9 Singapore’s Strongest Brands Brands that have achieved Superbrands Status in Singapore and participate in the programme are entitled to use the Superbrands “Singapore’s Choice” logo on their marketing and communications collaterals. Independent consumer research has consistently shown over the years that the Supebrands logo is more widely recognised by Singapore consumers than any other brand award logo. Consumers say that it is the logo they trust the most and that it has more credibility than others. The majority of consumers also say that they are more likely to buy a brand they see associated with the Superbrands logo. This powerful endorsement gives existing and potential customers reassurance when considering brand purchases and helps brands stand out from others in a crowded marketplace. It also provides evidence to key stakeholders and employees of the exceptional standing that the brand has achieved. Achieving Superbrands Status is something special.
1 0 Superbrands Volume 15 Mark Pointer CEO, Superbrands Singapore Foreword
1 1 Singapore’s Strongest Brands Welcome Superbrands Volume 15 What is it that makes a Superbrand more than just a name? Is it their innovative products, their unique positioning, or their unswerving commitment to customer satisfaction? The answers may vary, but the underlying principles that drive Superbrands to the summit of success are both enlightening and inspiring. A Superbrand is distinguished by several key attributes that elevate it beyond the ordinary. At its core, a Superbrand consistently delivers exceptional quality, ensuring that its products or services meet and often exceed customer expectations. This reliability fosters trust, a cornerstone of any enduring brand. Innovation is another hallmark of a Superbrand. These brands do not merely follow trends; they set them, continuously pushing boundaries and adapting to changing market demands. Their ability to innovate keeps them relevant and ahead of competitors. Unique positioning is also crucial. A Superbrand occupies a distinct space in the market, often defined by a compelling brand story or a clear set of values that resonate deeply with its audience. This distinctiveness is reinforced through consistent and effective branding, creating strong brand recognition and loyalty. Customer-centricity is another defining feature. Superbrands maintain a steadfast commitment to customer satisfaction, often going above and beyond to meet their needs. This dedication helps to build longterm relationships and a loyal customer base. Finally, the influence of visionary leadership cannot be overlooked. Superbrands are often guided by leaders with a clear vision and the courage to take bold decisions. This leadership drives the brand’s long-term success, ensuring it remains a powerful force across generations. In these pages, we look at some of the leading brands in Singapore and uncover what elevates them from ordinary to extraordinary, from forgettable to unforgettable. Whether you are a marketer, entrepreneur, or simply a curious observer of brands, I hope that the brand stories in this book will captivate your imagination and provide you with an insight into what makes a Superbrand.
1 2 Superbrands Volume 15 Superbrands Selection Process
1 3 Singapore’s Strongest Brands Research Background Superbrands Singapore commissions independent consumer research conducted by the research agency BVA-BDRC to identify Singapore’s strongest brands. Opinion polling is used to assess which brands are consumers’ favourite brands across a range of product and service categories. A total of 103 consumer product and service categories were voted on by Singapore’s consumers. This polling was against a very robust sample size of 1,490 consumers in Singapore aged 18-54-years-old and excluded anyone working in media, public relations, advertising, market research and those organisations specific to Superbrands and affiliated organisations. Consumers were asked to vote for their “favourite brand” based on the following statement for each of the various categories: When you think of the [category] which brand is your favourite brand? It may be a brand you are currently using, or it could be based on your perception of the brand?” A second follow-up question was also asked for each category: “Apart from the brand that you have just mentioned, which brand would you say is your next favourite brand?” ‘First mention’ votes and ‘second mention votes’ were then recorded. The respondents were also able to reply “none of the above” or nominate another brand if their favourite brand was not represented. This methodology identified a long list of 887 different brands. However, only those brands that achieved a statistically significant number of votes were qualified for participation in the programme. Once nonqualified brands were removed from the list, a total of 621 brands made the short list. It is these brands that may be invited to participate in the Superbrands programme. Method Consumers were sampled through online access panels. Each panel was matched in terms of the demographic profile according to age, gender, and ethnicity of Singapore. The survey was a selfcompletion online questionnaire and across 103 categories. Findings Despite a number of other brand awards being active in the Singapore market, 62% of all respondents are aware of the Superbrands Awards programme. This is up from 56% in the last Superbrands consumer survey. This further reconfirms Superbrands as the most recognisable brand award in Singapore, followed by its banner “Singapore’s Choice” both of which are significantly ahead of the Reader’s Digest’s Trusted Brands, the Prestige Brands Awards, the Enterprise 50 Awards and Influential Brands, amongst others.
1 4 Superbrands Volume 15 Those in the 35-44 year-old age group are more familiar with the Superbrands probably by virtue of greater exposure to a range of consumer goods and products, e.g. through retail outlets and generally buying a broader portfolio of products. Q. Which of the following brand awards have you heard of? Col (%) Singapore’s Choice / Superbrands Singapore Prestige Brand Trusted Brands Top Brands Enterprise 50 Awards Singapore Promising Brand Awards Influential Brands World Branding Awards 62% 33% 31% 27% 26% 24% 15% 12% By far the most likely exposure to the Superbrands logo is on product packaging and in-store displays, which reflects that fact that the logo has a powerful call to action within a retail environment. Nearly half of the consumers say that they have seen the Superbrands logo in more traditional media such as newspapers or magazines; however the majority of consumers are now reporting seeing the logo in digital media. Many brands now see the opportunity to leverage their Superbrands membership through online channels and social media. This creates engaging ways of communicating the brand’s Superbrands Status to all target audiences. These channels can be particularly effective in reaching out to younger consumer groups and bringing them into the brand franchise. 72% of consumers now say that they have seen the Superbrands logo online, or on brand websites, or used in social media. Q. Where have you seen the Superbrands logo? Col (%) Online Social media Shop windows Brand websites In-store displays Product packaging Newspapers Magazines TV Mobile Media such as Buses, Taxis, MRT Outdoor advertising such as Posters, Bus Stops Events & exhibitions 21% 25% 17% 26% 38% 48% 15% 13% 20% 14% 20% 14% Approximately all consumers agree that the logo is a statement that the product or service must have a good reputation and it gives them increased confidence about buying that brand. In tandem with this, association with the logo means it is a brand that can be trusted and puts it above other brands in the same category. Singapore’s consumers tend to see Superbrands as an established brand in its own right with 33% of respondents saying that Superbrands is the “leading brand award in Singapore”, that its logo is the most recognisable, and that it has more credibility than other brand awards. The Superbrands logo really does resonate with Singapore’s consumers with an impressive 94% of respondents to the survey
1 5 Singapore’s Strongest Brands agreeing with at least one of the statements below. The Superbrands logo helps build brand equity for brands in a wide range of areas such as brand reputation and credibility. Mostly, it is about building a reputation. Nearly 40% of consumers feel that seeing a brand associated with the Superbrands logo, implies that the brand has a good reputation. Consumers also feel more confident about buying that brand, and it reinforces their sense of trust in the brand promise. They therefore think that they are making the right brand choice. The third-party endorsement that Superbrands conveys to brands also leads consumers to believe that the brand must be of better quality than others in the same category, that it consistently delivers on its promise and that the brand is good value for money. Some consumers also stated that they are more likely to stay loyal to the brand and would be prepared to pay a higher price for a brand associated with Superbrands. Q. When you see the Superbrands logo associated with a product or service, which of the following statements would you agree with? Col (%) This product or service must have a good reputation This is a brand that I can trust This must be a better quality brand compared to other brands in the same category I feel more confident about buying this brand This brand will deliver consistently on its promise This brand offers good value for money I would be prepared to pay a price for this brand I am more likely to stay loyal to this brand It gives me reassurance that I am buying the best brand in its category 39% 42% 37% 41% 30% 28% 19% 18% 37% 81% of consumers state they would be more likely to buy a product or service if they saw the brand featured with the Superbrands logo, with 29% reporting ‘much more likely’. These are significant increases versus the last Superbrands consumer survey. The impact of the Superbrands logo and the positive consumer sentiments that it generates towards brands spans all consumer age groups. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider the brand? Col (%) Much less likely Less likely Neither more or less likely More likely Much more likely 0% 2% 18% 52% 29%
1 6 Superbrands Volume 15 76% of consumers said that they were more likely to try a product or service for the first time when they saw it with the Superbrands logo. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider trying the brand for the first time? Col (%) Much less likely Less likely Neither more or less likely More likely Much more likely 1% 3% 20% 56% 20% The Superbrands logo helps build and reinforce brand trust with 79% of consumers more likely to trust the brand. Whether it’s a potential new customer or an established brand loyalist, the logo implies that they are making the right brand choice. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to trust that brand? Col (%) Much less likely Less likely Neither more or less likely More likely Much more likely 1% 2% 18% 56% 23% More significantly though, 80% of consumers would be more likely to try a new product or service if it was associated with the Superbrands logo. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider trying a new product or service? Col (%) Much less likely Less likely Neither more or less likely More likely Much more likely 0% 3% 17% 55% 25% It also follows that Superbrands will help to encourage recommendation, with 65% of consumers stating that they would be more likely to recommend a product or service with a Superbrands logo.
1 7 Singapore’s Strongest Brands Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to recommend that brand to friends and family? Col (%) Much less likely Less likely Neither more or less likely More likely Much more likely 1% 4% 31% 44% 21% As every marketer knows, trying to get consumers to switch from their regular brand to try a different brand is extremely difficult and yet 62% of consumers say that they would consider precisely that when seeing a brand associated with the Superbrands logo. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider switching from your regular brand to buy that brand? Col (%) Much less likely Less likely Neither more or less likely More likely Much more likely 0% 5% 32% 44% 18% Conclusion The results clearly demonstrate that the Superbrands logo does a lot to build brand equity, mostly concerning its reputation, and its ability to stand out from other brands in the category – something that is particularly important in ‘crowded categories’ such as consumer goods. A brand’s association with the Superbrands logo clearly creates a strong and positive influence on consumer purchase intent with 81% of consumers saying that they would be more likely to consider buying the brand. Additionally, over half said they were more likely to pay a premium for the products or services carrying a Superbrands logo and three in four consumers say they would be more likely to try new products or services. In summary, the Superbrands brand itself has very high awareness in Singapore and is perceived by consumers as a representation of good brand reputation, superior quality and trustworthy brands. It gives loyal consumers reassurance that they are making the right brand choice and its impact on the perception of the brand with potential new users and its influence on their decision-making process is significant. Hence investing in the Superbrands branding platform would seem to represent a good ROI for brands, both in terms of potentially increasing sales for the product, and the margin on those sales. ABOUT BVA-BDRC BVA BDRC is an award-winning international consumer and business insight consultancy conducting research in over 100 countries.
1 8 Superbrands Volume 15
1 9 Singapore’s Strongest Brands Qua l i t y Trus t Distinction The Mark of Brand Excellence
20 Superbrands Volume 15 Market BVA BDRC is a global insight agency that helps people and organisations make smarter decisions, so that they can transform and grow, all driven by its mantra ‘be better’. With unrivalled expertise in data science, behavioural science and visual design, it offers an extensive range of research services designed to unlock hidden drivers, navigate the irrational, and communicate - insight with impact, to inspire change. BVA BDRC is part of the BVA Family, a global leader in insights, data & analytics, consulting, and SaaS solutions, serving clients in over 90 countries worldwide. For over 50 years, The BVA Family has been a trusted partner and advisor, leveraging cuttingedge technologies and innovative methodologies. It empowers corporate and public sector clients to make better decisions through advanced predictive data analytics, artificial intelligence, and high-value insights. The Group consists of 1,000 dedicated professionals who are renowned industry experts with deep sector-specific knowledge, excelling in data science, AI, and the latest technological advancements. It is a market leader in several business sectors, including finance, luxury retail, automotive, hospitality, travel, tourism, telecoms and media. Achievements BVA BDRC is staffed by highly experienced researchers with solid reputations in individual fields as well as in the market research industry. The company’s collaborative global working practices have created the ideal platform for debate, innovation and insight. It is consistently recognised for its work within the industry, having won several international awards, including from the Market Research Society, Media Research Group and AURA. It is also appreciated by clients, gaining high scores in customer satisfaction surveys and a significant amount of repeat custom and internal client awards. History Founded in 1991 and headquartered in London, the agency has grown to cover the full range of research services, from data collection through to consultancy. Common to all is the mission to deliver clear insights that place the customer at the heart of clients’ strategic decisions. Over the years, BVA BDRC has grown an international network of offices in Washington DC, Singapore and Sydney. The Asia Pacific headquarters was established in 2011. Led by Piers Lee, who has held senior management positions in Asian market research firms since 2000, the agency operates in Southeast Asia, Northern Asia, Greater China and the Indian subcontinent. In 2018, BDRC became part of the BVA Family, rebranding as BVA BDRC. The BVA Family’s international footprint means that the group can combine in-depth knowledge of local issues with the ability to deploy global solutions. BVA BDRC believes that demand has never been higher for reliable and creative consumer insight, where organisations can see the benefits on their bottom line. It prides itself on its heritage in delivering research which makes a real difference to businesses and, it hopes, the wider world. Product BVA BDRC blends ‘art and science’ to drive growth for its clients, leveraging insight, deep sector expertise, data science, behavioural science and visual design capabilities. The wider groups’ capabilities ensure that end-toend data intelligence helps clients pursue the right strategic options and decisions: Data acquisition: Robust data collection systems, rigorous quality control, secured data storage systems. Data integration: Bringing together and integrating all types of data, from online surveys to deep-dive depth interviews. Data transformation: Where the Data Factory technology team, data scientists, qualitative experts and sector specialists bring out the business implications. Data visualisation: With proprietary technology platform and graphic design specialists. Data decision: Helping clients pursue the right strategic options and decisions. Deep knowledge of clients’ industry terminology, challenges, and opportunities mean BVA BDRC’s insights are relevant and actionable. In many cases it offers ready-made reports and multi-client projects that are available for immediate use, either as standalone options or to complement custom research. Examples include: Hotel Guest Survey: The definitive source of global insight on hotel brand performance, market dynamics and customer behaviour. VenueVerdict: Providing intelligence about the client experience at hotels and meeting venues. Global Sustainable Hospitality Trends: Insights to help brands maximise the benefits from their investments in sustainability. Moments of Truth: Benchmarking customer experience in key touchpoints across financial services.
2 1 Singapore’s Strongest Brands Business Opinion Omnibus: Cost-effective, credible business insight into SMEs and small corporates, the engine room of the economy. International Schools Research: Qualitative and quantitative surveys among parents who send children to international schools in Asia. Recent Developments One of BVA BDRC’s key strengths is its ability to apply the latest research techniques and thinking to benefit its clients. Since joining The BVA Family, the company has built on its customer experience and behavioural science expertise to create industry-leading propositions for its clients. Its new suite of Customer Experience tools, XPASS, goes beyond simple satisfaction and delivers a comprehensive toolkit for developing strong, sustainable customer relationships. Informed by years of research and development, this innovative new solution maximises CX return on investment. Sustainability has become a key part of the company’s research expertise. With its propriety data and industry knowledge, it has launched several research programmes to help brands meet their sustainability goals and allow them to take advantage of the commercial opportunities sustainability represents. Promotion BVA BDRC’s employees are regular speakers at leading industry forums. In Asia, Managing Director Piers Lee held the position of President of the Market Research Society of Singapore from 2009-2011 and is a regular speaker on industry-related topics. He also contributes to Asia Research, the leading publication for the market research industry in Asia. His articles cover the latest developments concerning online and mobile research technology, insights into the evolution of the market research industry and the influence of Asia’s rapidly growing markets. BVA BDRC frequently contributes to industry publications, especially in Finance and Hospitality. It regularly produces whitepapers and reports; recent topics have included customer experience, sustainability in the tourism sector, and the state of the meetings industry. The BVA Family’s annual Human Advantage Conference is a free, immersive online event on the transformational power of Behavioural Science and AI. The conference combines expert roundtables with real-life case studies, featuring high profile speakers such as Dan Ariely, Cass Sunstein and representatives from brands such as BNP Paribas, HSBC, Lacoste and Reckitt. Brand Values Each project, whether conducted domestically or overseas, is sealed with the BVA BDRC brand promise. The commitment is to enable progressive organisations transform and grow, through the effective delivery of consumer and market insights. Positioned as one of the market research groups entrusted by clients to perform important analytical work, BVA BDRC has proved itself to be a reliable yet innovative ‘‘best in class’ provider of customer and market insight, analytics and tools that can be used to enhance the business planning process. BVA BDRC recently signed up to the Market Research Society’s (MRS) Diversity and Inclusion pledge, ensuring it does not discriminate in their research or working practices. The company are also proud to have signed the MRS’s Climate Pledge. The group has been building on its efforts to make positive changes in society and balance profit with purpose. These include: measuring its carbon footprint and working towards net zero emissions; training colleagues in carbon literacy; investing in research into sustainability and climate change and using insights to help businesses make a positive impact on the world. The company is committed to its own continuous improvement, balancing performance and purpose. To achieve this, it follows six rules: Be Bold: Innovation mindset Pioneer in the use of BeSci within CX measurement and gamification in the assessment of product placement. Be smart: Always evolving Committed to keeping expertise fresh at all levels of the business. Be responsible: Playing our part Working to B Corp and Net zero, investing in research into key issues, undertaking regular charity initiatives. Be memorable: Creating peak moments To leave a positive lasting impression on clients and colleagues when it matters most. Be yourself: Strength in diversity Valuing difference, appreciating different talents and achievements. Be happy: Having fun! BVA BDRC is actively working towards B Corp accreditation. BVA BDRC undertakes an annual survey of parents who send children to international schools in Asia, examining the brand standing of international schools, and the means for attracting new students globally. Every year, 3% of the BVA Group’s turnover is invested in Research and Development. bva-bdrc.com bva-bdrc Did You Know?
22 Superbrands Volume 15 Market Since its establishment in 1985, Carlsberg Singapore has grown to become a dynamic provider of alcoholic beverages, with a portfolio of international beer, stout, and cider brands. Today, Carlsberg Singapore’s portfolio is spearheaded by Carlsberg, Singapore’s number one imported beer. Based on Nielsen SG consumer offtake data tracking, it is also the number one beer in Modern Off-Trade and E-Commerce channels. Carlsberg brand offers the signature Danish Pilsner and is complemented by two innovative variants, Smooth Draught and 0.0 range. When consumed in moderation, our quality brews are at the heart of moments that unite people. With an annual turnover of approximately S$187 million in 2023, the brand’s revenue is projected to grow by 5.7% in the next three years. Achievements In addition to maintaining its leadership position in key sales channels, Carlsberg has been actively involved in bettering the consumer lifestyle and beer experience through relevant events and activities. Carlsberg Smooth Draught was awarded silver at the World Brand Design Society Awards 2023/2024 for its activation at the Gastrobeats event. The brand also achieved the 7-Eleven Singapore Best Partnership and Collaboration Award. 7-Eleven regarded Carlsberg’s operations as the ‘Best Partnership and Collaboration’ for providing the best services to its customers. Additionally, Carlsberg’s operations received the ‘Top Business Partner of the Year Award’ by the FairPrice Group under the beer category. History Originally registered as Carlsberg Marketing (Singapore) Pte Ltd in 1985, Carlsberg Singapore Pte Ltd was incorporated in 2001. Since then, Carlsberg has grown to become a dynamic provider of alcoholic beverages with a portfolio of international beer, stout, and cider brands. Today, Carlsberg Singapore’s portfolio is spearheaded by Carlsberg Danish Pilsner, Singapore’s number-one imported beer and the country’s best-selling brand. Product Brewed longer for its signature smoothness with an easy finish, Carlsberg Smooth Draught is the brand’s latest product innovation, specially crafted for consumers to enjoy the smooth sensation of a freshly tapped beer. Carlsberg Smooth Draught also introduces the innovative “POP cap”, revolutionising the draught beer drinking experience. It empowers consumers to POP a freshly tapped beer anytime, anywhere. Spearheading the alcohol-free beer category, Carlsberg 0.0 Pilsner & Wheat is a great alternative to quench the consumer’s thirst and encourage moderation towards healthier lifestyle trends amongst local consumers. Recent Developments In 2023, the company continued to enhance the Carlsberg brand’s drinking experience, striving to improve its brew quality consistency, packaging integrity, in-market promotions and serving rituals. While keeping intact innovations like the Carlsberg Nucleated Stem Glass and the Zero Oxygen Cap for Carlsberg Danish Pilsner and Carlsberg Smooth Draught bottles that offer fresher brews, the brand also conducted quality reviews and stress tests on Carlsberg glass bottles for consistent packaging integrity, following the installation of a new bottle filling line at the company brewery. Promotion In an effort to connect with its younger target audience, Carlsberg identifies key activation
2 3 Singapore’s Strongest Brands pillars such as football, music, food, and hype-beast culture and participates actively in such major lifestyle events to create lasting experiences with their target audiences. Celebrating the brand’s strong affiliation with football, Carlsberg extended its sponsorship of Liverpool FC (LFC) for another ten years, taking the partnership with the Club to 42 years, making it the longest sponsor partnership in the history of the Premier League and the Club. In 2023, the brand hosted an exclusive meetand-greet session with LFC legends for fans and gave away tickets to consumers to attend the LFC vs Bayern Munich FC match. This global partnership has enabled the company to strengthen Carlsberg’s association with the international football scene and allowed them to create unique and priceless experiences for their consumers. Carlsberg Smooth Draught proudly sponsored the Sneaker Con Southeast Asia for two years running to connect with a massive 30,000 sneakerheads and enthusiasts around the region. Brand Values While others have to dig deep to find their purpose, for Carlsberg, the brand’s purpose has existed since its inception. The company pursues perfection every day, is never satisfied, and always looks for ways to improve. Carlsberg strives to brew better beers at the heart of moments that bring people together. The brand does not settle for immediate gains when it knows that it can always do more to create a better tomorrow for all of us. Carlsberg’s purpose, Brewing for a Better Today and Tomorrow, is rooted in its heritage and in the minds of the company founders, who left a rich legacy that continues to guide how the business is run today. Their pioneering spirit, passion for brewing and proactive contribution to society have manifested into what the brand stands for today. The company lives its purpose every day by focusing on its brands and the art of brewing. They excite their consumers with innovative and quality brews that strengthen their identity and pride as brewers, and they continuously aim to do better. The business is propelled by a highly engaged and diversified team that champions quality and innovation and ensures that these priorities stay at the top of their strategic priorities as they elevate their commitment to excellence and sustainability for better financial, environmental and societal performance. Their purpose guides everything they do. The company’s pursuit of perfection through its actions, its continued focus on research and innovation, always focusing on what its consumers want driving more sustainable brewing and contributing to uplifting society. carlsbergsingapore.com.sg CarlsbergSingapore carlsbergsg In 1883, Carlsberg Research Laboratory revolutionised quality beer with its groundbreaking discovery of pure yeast, which made it possible to make quality beer from every brew. Carlsberg gave the pure yeast, aptly named ‘Saccharomyces Carlsbergensis,’ away for free to other brewers. Today, most lager beers in the world, including major international brands, originate from that discovery of pure yeast. “Without it, Carlsberg wouldn’t have the type of beer that is now 90 percent of the world’s market”, says Britain’s leading Beer Historian, Martyn Cornell. Did You Know?
2 4 Superbrands Volume 15 Market City Energy operates Senoko Gasworks, Singapore’s sole piped town gas plant, providing town gas directly to residents and various businesses islandwide. This includes restaurants, hawker centres, coffee shops, food caterers, hotels, malls, and hospitals. Serving over 900,000 customers, City Energy is dedicated to delivering quality service and focusing on innovative lower-carbon energy solutions, such as smart Internet-of-Things (IoT) solutions and a seamless cross-border electric vehicle (EV) charging service via one app. City Energy is also exploring the incorporation of green hydrogen in town gas production to help reduce Singapore’s carbon footprint. City Energy is a member of Keppel Infrastructure Trust, which is listed on the SGX. Achievements After its business transformation to offer lower-carbon energy solutions beyond its main core business of town gas, City Energy received the Singapore Prestige Brand Award 2020/21 in the Heritage Brands category and the Transformation Award in the same round. In 2022, the company was awarded the Superbrands status and was recognised as the top home-grown firm on Singapore’s Best Employers 2022 list. City Energy also holds the 2023 and 2024 Superbrands accreditation. History Founded in 1861 as the Singapore Gas Company, City Energy constructed Kallang Gasworks in 1862 to manufacture town gas for street lighting. This facility operated for over 130 years before being replaced by Senoko Gasworks in 1997. Over the years, City Energy has consistently improved the quality and reliability of town gas while continuously moving towards lower-carbon town gas. In 1966, City Energy established naphtha gas-making plants, and in 2003, it started including natural gas in its production process. In 1902, City Energy’s customer base numbered just 500. To widen its reach, the company lowered gas prices and provided free gas lamps to new customers. These efforts were aided by the introduction of the petroleum tax, which increased electricity prices and contributed to the rising demand for gas. By 2004, the company had secured 500,000 customers, and in 2017, it achieved the 800,000th customer milestone. In December 2021, City Gas rebranded to City Energy, marking a new era of providing innovative, lower-carbon energy solutions in alignment with Singapore’s sustainability goals. City Energy hit the 900,000th customer milestone in 2024. Product City Energy is committed to exploring lowercarbon energies and new technologies in support of Singapore’s drive towards lower carbon emissions by 2030. The company is working with industry partners to study the feasibility of building a hydrogen pipeline from
25 Singapore’s Strongest Brands Malaysia to Singapore. This initiative aims to develop a sustainable green hydrogen supply chain to reduce carbon emissions in town gas production. Through Life by City Energy, the company offers IoT-enabled solutions for smarter, lowercarbon homes. The smart range includes smart gas hobs, gas water heaters, hoods, and gas clothes dryers, designed with safety features and sleek aesthetics. City Energy also provides a one-app cross-border EV charging service, Go by City Energy. In partnership with a Malaysian firm, this service allows seamless EV charging across Singapore and Malaysia. Additionally, City Energy has expanded into solar solutions through its joint venture with Osaka Gas, City OG. City OG helps to ease businesses into the lower-carbon transition. Recent Developments Customers can now access the IoT-enabled Küche Smart Collection at Life by City Energy. This range of German-inspired, smart kitchen solutions offers intelligent features and sleek designs. Each appliance in the collection is equipped with safety functions and can be controlled remotely via the iAppliances app, which also allows homeowners to monitor gas consumption and manage utility bills. The appliances can be synchronised with Google Home Assist for added convenience. Küche and other lower-carbon solutions are available at Life by City Energy, City Energy’s retail store at Plaza Singapura. The store is an experiential one-stop shop for new homeowners, offering live demonstrations of City Energy’s solutions. Promotion City Energy engages customers through a suite of online and offline channels. The physical Life by City Energy store at Plaza Singapura offers dedicated customer service and selfexperiential immersion, while the e-store, cityenergylife.com.sg, allows customers to shop from home. City Energy engages in print, broadcast, social and digital media, as well as out-of-home advertising for strategic targeting and to propagate its brand. City Energy significantly leverages social media for customer engagement, using Facebook for sale campaigns, Instagram for inspirational designs, TikTok for Generation-Z and millennial engagement, LinkedIn for official announcements and YouTube for detailed brand introductions. An advocate of hawker culture, City Energy previously co-organised Singapore’s longestrunning hawker food contest, the City Hawker Food Hunt, with Shin Min Daily News, recognising the best hawker dishes across the island. Brand Values City Energy’s “Good Energy for our City” tagline encapsulates its mission to provide lowercarbon energy solutions for the community. The company’s core values include leading the lower-carbon energy journey, fostering collaboration, inspiring trust and being peoplecentric. With more than 160 years of experience, City Energy prides itself on the trust it has built with customers and employees alike. A study conducted by National University of Singapore (NUS) Professor Lee Siew Eang found that using a gas water heater saves 80% in carbon emissions compared to the electric storage water heater. City Energy’s gas water heaters have been designed with built-in safety features and tested according to the EN 26 (European Standard) for the safety, reliability and durability of gas-fired instantaneous water heaters. cityenergy.com.sg CityEnergySG CityEnergySG CityEnergySG Did You Know?
26 Superbrands Volume 15 Market Declarators Pte Ltd is a multiple award-winning declaring agent in Singapore. The company was established to assist clients in reducing workload and manpower costs while providing permit declaration solutions. Declarators’ other services also include onboard courier (hand-carry), local despatch, deployment of manpower for permit declaration, and freight and logistics formalities islandwide. Declarators primary audience would be freight forwarders, transporters, exporters & importers from all industries. Declarators is the only agent in Singapore dedicated to providing one-stop permit declarations, local despatch service and Carnet/COO applications. The tagline ‘Customs Declaration anywhere & anytime’ means that Declarators operate 24 hours a day (including Sunday and Public Holidays), 365 days a year, to cater to all clients’ urgent needs. Achievements Declarators is a multiple award-winning declaring agent in Singapore. The organisation has won various category awards, including business growth, entrepreneur, national contribution, and corporate social responsibility. Most recently, Declarators has won The Straits Times “Singapore’s Fastest Growing Companies” 2024 - Ranked #28th, the Top 500 High-Growth Companies Asia-Pacific 2024 by The Financial Times- Ranked #181st Influential Brands Top Employer Award 2024, Singapore 40 Under 40 Business Leaders 2024 (By Fortune and ATC), the EYA Entrepreneur of the Year Award 2024 (Established Entrepreneur Category), Brands for Good 2024 – Distinction Category, the Singapore Prestige 100 Award and Top Business Service and Quality Award 2024/2025. Most recently, Declarators has been awarded Superbrands Status in Singapore. History Declarators launched in 2014, when founder and Managing Director Javier Yip saw the opportunity in the declaring agent industry and decided to pursue his vision and beliefs. Declarators Pte Ltd had humble beginnings, starting at Javier’s parents’ HDB 4-room flat in Serangoon. It was only ten months later, in May 2015, that Declarators hired its first employee and established an office presence in Ubi. The first office was only 300 sq/ft (just enough to fit four desks). The first couple of years were extremely challenging and as an unproven startup, winning new business was very difficult. The company also found it hard to attract the right talent. Nevertheless, through hard work and perseverance, the company stabilised and began to prosper.
2 7 Singapore’s Strongest Brands Through a unique blend of traditional values and cutting-edge digital strategies, Javier Yip has transformed a one-person startup into one of Singapore’s leading declaring agents with 70 employees. Product All the operational employees of Declarators have successfully passed the competency test and are certified by Singapore Customs. Declarators are one of the very few declaring agents to lodge a Banker’s Guarantee with Singapore Customs. Declarators can declare temporary import items with a maximum invoice value of up to S$3.7 million per shipment. Declarators can declare all types of permit declarations for different item classifications, such as live animals, weapons, and even chewing gum. Declarators handcarry is designed for urgent, specialised, and high-value items. With their Onboard Courier service, one of the staff will travel on a flight with the customer’s goods as baggage. Hand-carry helps ensure quick and efficient delivery of essential items, including Customs clearance. The hand-carry service’s customers include biotech and pharmaceutical companies, freight forwarders and direct shippers, contract research organisations, university labs, semiconductors, telecommunications, and automotive companies. They frequently carry medicines, vaccines, ship spares, marine equipments, circuit boards, vehicle parts, machine parts, high-tech product samples, and retail samples. Declarators also offer manpower deployment services catered especially for freight forwarders. To date, more than 30 employees are currently deployed islandwide (from Changi Airfreight to Tuas). Local courier services specialise in delivering documents and small parcels within a specific locality, ensuring goods are transported quickly and efficiently. In urban settings like Singapore, where time-sensitive deliveries are commonplace, local courier services like Declarators are indispensable for personal and business logistics. Recent Developments Declarators’ primary objective is to be the top declaring agent in Singapore. Declarators have already taken the bold step of international expansion, establishing an office in Malaysia last year. This strategic move aligns with the company’s vision of growth and influence beyond Singapore’s borders. The company envisions a future with a team in excess of 100 employees within the next three years. Declarators also aim to open an academy that offers courses on customs procedures and permit declaration. Promotion As a Business-to-Business (B2B) operation, Declarators’ main marketing strategies include Search Engine Optimisation, Search Engine Marketing, E-mail marketing, Word of mouth, and advertising in trade magazines. Declarators is also a member of several industry and chamber associations, which increases its presence in the networking community. Additionally,Declarators is active on multiple social media platforms such as Facebook, Linkedin, Instagram and YouTube. The company is also an active participant in Corporate Social Responsibility activities and sustainability initiatives. Brand Values The core values of Reliability, Flexibility, Responsiveness, Speed, and Accuracy guide every aspect of Declarators’ operations. The company embraces innovation by digitising all business functions, from HR to accounts, CRM, and operations. Declarators distinguishes itself from competitors through unparalleled customer service, cost-effectiveness, and a commitment to quality assurance. The company offers competitive prices for customs permit declaration and is the only service provider in Singapore dedicated to providing one-stop solutions for permit declarations, local dispatch services, and Carnet/COO application. declarators.com.sg declarators declarators-pte-ltd declaratorspteltd Founder and Managing Director Javier Yip has previously joined endurance events such as Courts Challenge 2012 where he won by outlasting competitors in 36 hours by standing without sleep and Subaru Challenge 2015 where he finished third with a timing of 77 hours and 55 minutes. Declarators is one of the 3 largest declaring agents in Singapore. In the last three years, the number of company employees has grown by 30%. Declarators generate more than 100,000 permits on a yearly basis. Declarators has won more than 25 awards in the last 4 years. Did You Know?
28 Superbrands Volume 15 Market Dorra specialises in tummy, hip, and thigh slimming, offering exclusive fat-burning formulations and advanced body-shaping technologies. The slimming centre’s unique approach to achieving its customers’ slimming goals includes: Targeting stubborn fat and cellulite Providing body shaping and targeted slimming treatments Offering fast yet effective treatments (20 to 40 minutes per session) Visible CM loss (up to 5 cm) in just one session No pills, injections, or crash diets Ensuring comfort with no perspiration Maintaining a 100% female environment Dorra Slimming provides effective, customized slimming solutions for women aged 18 and above, focusing on CM rather than KG loss. Their treatments efficiently discharge fat cells to slim and tone specific areas of concern, utilizing non-invasive, non-surgical natural solutions made from botanical ingredients. These solutions ensure safe slimming procedures, effectively targeting problem areas by eliminating unwanted stubborn fat. Clients can expect visible results in just one session. Key benefits of Dorra’s slimming programs include: Up to 5 cm loss in one session Refined and reshaped body contours with long-lasting results Toned flabby body parts Smoothened and tightened skin Detoxified body Improved appearance of cellulite Reduced water retention Dorra strives to maintain its status as Singapore’s leading lower-body slimming expert. Achievements Over the past eleven years, Dorra has received numerous awards and recognitions. In 2020, it was awarded Best Body Contouring Treatment and Best Detox Treatment by Daily Vanity Spa & Hair Award. In 2022, Dorra achieved Trusted Brand GOLD and Superbrands Status. The brand has been recognized as a Superbrands Status achiever for five consecutive years. In 2023, it received the Readers Digest Trusted Brand Gold award, the Singapore Women’s Weekly Spa Awards for Best Body-Shaping Massage (Tummy), and Her World Spa Awards for Best Tummy-Flattening Treatment. In
29 Singapore’s Strongest Brands platforms. The brand is featured on the beauty program Lady First, introducing its effective treatments and products. Dorra shares reviews and testimonials from customers and celebrities through radio spots, magazine features, and digital content. Collaborations with social media influencers showcase genuine slimming experiences. Advertorials are placed on popular online media platforms such as Her World and Singapore Women’s Weekly. During the Covid-19 pandemic, Dorra sponsored Mediacorp’s Mask-For-The-Nation charity campaign. Influencer campaigns with NOC (Night Owl Cinematics) and Titan Digital Media in 2020 and 2021 promoted Dorra’s treatments. Testimonial TV advertisements highlight the success and benefits of Dorra’s services. Brand Values Dorra’s core values focus on providing customised solutions for individual concerns, ensuring the best results for every customer. Their approach is practical and effortless, with no pills, injections, crash diets, or exercise required. One-on-one consultations and in-depth body assessments ensure accurate treatment plans. Dorra’s consultants receive frequent training and support from a fulltime nutritionist, maintaining high service standards. The WeCare system allows customers to provide ratings and feedback immediately after each session, reflecting Dorra’s commitment to excellent service through respectful and well-trained staff. The all-female environment ensures comfort and professionalism. 2024, Dorra’s unique treatments continued to gain recognition from Trusted Brands, Herworld, Beauty Insider (Best Slimming Treatment, Readers’ Choice Award), and Superbrands Status. History Established in 2011 with its first outlet at Plaza Singapura, Dorra Slimming has expanded to seven outlets across Singapore. Dorra has engineered an effective formula that penetrates fat cells to break down and burn triglycerides. With its reliable, customized slimming solutions, Dorra has become Singapore’s leading lower-body slimming expert, helping over 80,000 satisfied customers with their weight concerns. Dorra Slimming has been featured on Lady First Singapore, a popular beauty program endorsed by professional beauty gurus. To enhance customer satisfaction, the company implemented the WeCare customer assurance program, allowing customers to provide instant reviews and feedback after each session to improve service standards. A rewards program enables customers to collect points and redeem products, and the WeCare App offers exclusive promotions. Product Every Dorra package includes customized slimming solutions tailored to the customer’s body type, condition, and needs. A comprehensive step-by-step approach ensures the best results: One-on-one consultation: Consultants understand the customer’s slimming goals and lifestyle habits to identify potential weight issues. Body-fat composition analysis: Provides detailed information on body composition, helping consultants devise suitable treatment programs. Customized treatments: Based on the customer’s weight issues and progress. Dorra’s signature formulation targets stubborn fats, effectively breaking down and burning fat cells. The unique technology and active formulas increase body metabolism, shrink fat cells, and promote the discharge of triglycerides to resolve weight issues. The company also offers a complete range of products to complement and prolong treatment results. Dorra’s Advanced Peptide Slimming Technology targets deep fatty layers through lipolysis. These peptides, found in slimming ampoules, are massaged into the skin for complete absorption. Recent Developments In 2021, to commemorate its 10th anniversary, Dorra welcomed new ambassador Joanne Peh, who embodies the brand’s belief in empowering women with body confidence. Social influencers frequently visit and review Dorra’s treatments, seeking effective solutions for various body concerns. To enhance customer experience, Dorra implemented the WeCare program, allowing customers to provide instant reviews and feedback after each session to improve service standards. Promotion Dorra takes a multicultural approach to promotion, utilizing English, Chinese, and Malay dorraslim.com.sg DorraSlimmingSG dorra-slimming-singapore dorraslimmingsingapore Dorra has served over 80,000 satisfied customers since its inception in 2011. It has seven outlets across Singapore for customer convenience. Dorra focuses on CM rather than KG loss, specializing in targeted area slimming. The C3 Perfect Bodyline Serum, one of its signature products, helps prolong treatment results and enables 24-hour fat burning. Did You Know?
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