SPBA - Established Brands
SPBA - Established Brands

Judging Criteria for SPBA - Established Brands

All Brands are required to submit a proposal in accordance to the submission template. Please contact the Award Secretariat for a copy of the submission template. Evaluation of the Brand will be based on the following criteria.

  Component Weightage (%)
  1. Brand Strategic Blueprint 30
  2. Brand Identity 15
  3. Brand Management 20
  4. Brand Development 15
  5. Brand Performance 20
  Total Weightage 100

1)

Brand Strategic Blueprint
The blueprint defines the framework of the Brand roadmap, and sets the overall precedence of the existence and behaviour of the Brand. This evaluation component will be based on the following:

  i. Brand Ideology
   
State and explain the ideology behind the Brand.
   
  ii. Brand Vision and Mission
   
State the Brand vision and mission.
   
  iii. Brand Positioning
   
State and elaborate the distinctive position of the Brand in the market.
   
  iv. Brand Values and Personality
   
State and elaborate the core values and personality traits of the Brand.
   
  v. Brand Promise
   
What is the Brand promise and how is it being fulfilled?
   

2)

Brand Identity
Brand Identity is the key concepts which guides all communication in the expression of the brand. This evaluation component will be based on the following:

  i. Brand Logo
   
State the significance of the Brand logo and the choice of colours used.
   
  ii. Brand Applications
   
Describe how the Brand is being manifested through A&P activities, marketing collaterals, website, product packaging and the environment.
   
  iii. Brand Documentation
   
State and explain the documentation of the overall Brand identity system.
   

3)

Brand Management
This evaluation component will be based on the following:

  i. Brand Champion(s) and the Brand Management Team
   
Who are the key personnel in the organisation responsible for the Brand equity? Please state their roles and responsibilities in the management of the Brand.
   
  ii. Brand Culture
   
What are the measures or tools that have been adopted to ensure that a deep-rooted Brand culture is instilled in the employees of the different divisions within the organisation?
   
  iii. Feedback on Customer Relations
   
What are the measures or systems in place for obtaining customer feedback in order to evaluate Brand-customer relationship?
   
  iv. Intellectual Property, Trademark, Licensing and Franchising (Regional and International), and Awards and Certifications
   
Are the products, services and Brand registered and protected in all relevant markets? Please also list down all the awards, certifications and appointments that the Brand has achieved or attained.
   

4)

Brand Development
This evaluation component will be based on the following:

  i. Channel Strategy
   
What are the channels used for the distribution of products and/or services of the Brand? How is the Brand monitored through these channels?
   
  ii. Digitalisation
   
What digital strategies have been implemented and how do these digital strategies enhance the Brand building effort? Explain how these digital strategies are being implemented to complement the traditional channels to achieve an overall Brand experience. Please indicate the measures or systems in place for evaluating these digital efforts.
   
  iii. Brand Innovation
    Does the company embrace innovation as a key business strategy? State and elaborate how innovation drives your business growth and performance such as new growth opportunities (new customer segments, new market, new channels, etc.) for your Brand.
   
  iv. Brand Development
   
Has there been any product and/or service development programme implemented in the organisation? If yes, please elaborate.
   
  v. Brand Advancement Plan
   
What is the Brand advancement plan for the next 3 years and how will it be implemented?
   

5)

Brand Performance
How important is the Brand to the business and how does branding affect business performance? This evaluation component will be based on the following:

  i. Market Share and Growth (Local and Overseas)
   
What was the market share of the Brand for the past 3 years (2014 - 2016)?
   
  ii. Brand Loyalty
   
Describe the impact of Brand performance on customer loyalty now as compared to the past 3 years (2014 - 2016).
   
  iii. Brand Performance
   
What was the revenue growth of the Brand for the past 3 years (2014 - 2016)? Please indicate the sales turnover under the Brand.


 
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