By VICTORIA BARKER

SINGAPORE Airlines has been named Singapore's most valuable brand for the second year running in a list of the top 100 Singapore brands.

Media giant Singapore Press Holdings (SPH) broke into the top 20 for the first time, after climbing three spots up from the previous year's position.

The list is compiled by independent brand-valuation consultancy Brand Finance to gauge how Singapore brands are holding up in the downturn.

The ranking, which began last year, is based on the companies' brand portfolios and their financial forecasts up to 2013. It does not take into consideration privately owned companies.

These results were announced yesterday at the Brand Finance Forum at Singapore Management University (SMU).

Brand Finance chief executive David Haigh told my paper: "These brands are well-known Singapore names that have gone from strength to strength."

Among the top 20 are recognisable Singapore brands like DBS, Asia Pacific Breweries and StarHub, which placed third, fifth and 17th, respectively.

As for SPH, Mr Haigh said: "The Straits Times, for example, is globally known.

"It is as famous as The New York Times, so it's understandable why it's on the list and getting stronger every year."

Ms Ginney Lim, SPH's general counsel and executive vice-president of corporate communications, said: "We owe our strong branding position to our customers, who have stood by our products through the years.

"We hope to strengthen and grow the SPH brand in the years ahead."

SMU provost Rajendra Srivastava, who spoke at the forum, also had advice on brand-building for Singapore companies.

He said: "It may not be necessary to pump money into marketing.

"But you should not cut back on other things that support the brand and make it what it is, like customer service."

When asked to name a Singapore brand, Singaporeans my paper spoke to cited SingTel and ComfortDelGro.

They are sixth and 21st, respectively, on the list.

vbarker@sph.com.sg

For more my paper stories click here.