How do ASME's Heritage Brand Award winners build brand names that survive decades of tough economic times and changing consumer tastes? We find out from some of them.

SKYLIGHT: Heritage Brand Award winner

?Branding is like nurturing a child. It is tedious but the more time and effort you put into it, the more likely he will become a success. Similarly, at Skylight, more than 30 years of hard work has gone into building our brand, which is known today for some of the finest Chinese delicacies in the world.

?With a philosophy of procuring only the best quality products for our customers, we have invested in research and development and continue to deliver premium seafood that also takes into consideration health and environmental needs. This is our trademark and what differentiates us from the rest.?

? Mr Ngan Tang Joo, chairman of Skylight, the largest stockist of farmed and wild-caught abalones in Singapore and the region

TUCK LEE ICE: Heritage Brand Award winner

?Branding has helped us build on a heritage of good and reliable service to take or business to a whole new level. Tuck Lee has moved beyond ice manufacturing to provide innovative services to consumers and businesses such as chilling their favourite beverages and transporting temperature-sensitive products. We also provide cooler boxes, freezers, cold trucks and ice kachang machines for events like carnivals, parties and weddings.

?We thrive on providing creative solutions to clients? needs and we have successfully moved our product life cycle by transforming block ice to modern art sculptures to lend a touch of sophistication to special launches, premieres as well as communications and corporate events.?

- Mr Jeremy Hauw, marketing manager of Tuck Lee Ice, the leading ice manufacturer in Singapore

ENG WAH ORGANIZATION: Heritage Brand Award winner

"Since the 1990's customers have became more sophisticated and want more than just the product. Movie-going has became an experience of comfort, convenience and choice. Branding is an effort in recognising what benefits our customers can derive from being associated with our brand. We have tweaked our branding to keep it updated. In the entertainment industry, we want our customers to know that EW is providing the latest and the hottest leisure service/product to them.

"If we have no buy-in from customers and our business partners, the most beautiful name and logo will mean nothing. Branding EW to be the provider of the latest and hottest services/products has kept our customers happy and led to repeat customers. EW-Suntec is rated as the cinema with the best sounds, best service and best snack bar in a Sunday Times survey conducted in March this year. This is a wonderful testimony to the efforts put in by the team."

- Ms Min Yen Goh, managing director, Eng Wah Organization

Winning brands and their stories
» Winning heritage
» The benefits of healthy branding
» A taste for tradition
» Spreading wholesome goodness
» Unique fragrance with European connection
» A time check on branding
» Transporting brand values overseas

Related:
» Singapore Promising Brand Award
» Singapore's Most Promising Brands
» Home-grown brands with a winning tradition