Teachers, do you use awards to reward or motivate?

[BuxomWenchOnAPony]

Just wanted some insight on this really. Dd's school give out trophies for maths, literacy and behaviour to a member of each class every half term. They also have Friday assemblies where two children from each class are awarded stickers/certificates and their parents are invited in.
Dd is yr1 in a mixed yr1/2 class, she achieves very highly (in top literacy, reading and numeracy sets) her behaviour is "faultless" according to the teacher and - most importantly - she works very hard. She hasn't had any prizes at all this school year and is really upset about it - she told me that she "can't try harder or be kinder or practice more" than she does, but that she will "never be noticed because you only get chosen if you're naughty or can't do the work first".
I've reassured her and have set up little reward things at home but want to raise this at parents evening next week - without looking like a lunatic jealous parent if possible!
Anyway, do you use rewards to motivate those who are struggling or as rewards for good work etc or a bit of both? I struggle to find any 'incentives' for bright, well behaved children at school and don't know how to raise it. Any thoughts would be appreciated!

[PiHigh]

I'm not a teacher but DD1 is in Year 1 and they too have Friday assemblies where two children from each class get a certificate and their name stuck on a special board. I think DD's school get the balance right, usually choosing one of the bright, academic pupils and one of the struggling ones that has improved something each week. It's also presented in such a way as to reward the behaviour iykwim, so for someone who is always well behaved they'll mention that "X gets a certificate for always being well behaved and producing an excellent piece of writing this week" and "Y gets a certificate for sitting nicely during reading time this week and making a huge improvement in phonics"