Singapore Promising Brand Award 2003 & 2004- New Moon and Mili

Singapore Promising Brand Award (SPBA) 2003 & 2004 is the recognition of the excellence of Singapore's brands. The award, running into its second year, is jointly organized by The Association of Small and Medium Enterprises (SMEs) and Lianhe Zaobao.

The objective of this award is to give recognition to the branding efforts of local SMEs.

All the nominees had to go through a stringent judging process which included brand proposal submissions, interviews with the management, and further adjudication by its panel of professional judges. They are being assessed in 4 main areas which are :

1) Brand Strategy / Identity
2) Brand Culture
3) Integrated Brand Communications
4) Brand Equity


There were a total of 20 brands that were awarded and in them, 2 brands were from Goh Joo Hin Pte Ltd - New Moon and Mili brands. Goh Joo Hin Pte Ltd is the only company having 2 of its brands being awarded for 2 consecutive yearss.

New Moon Brand is a canned food product line and it focuses on the platform of exotic seafood choices. The product range includes abalone, other shellfish, soups and sauces. According to an AC Nielson Survey conducted between 1999 to 2003, New Moon is the Number One best selling abalone brand in Singapore for five consecutive years.

















The Mili brand is also a canned food product line that carries 5 broad product categories namely Vegetables, Fruits, Vegetarian, Meat and Soups. Mili has a dynamic and broad brand protfolio and architecture that is responsive to the busy lifestyle and constantly changing needs of today's consumers.