SPBA - Established Brands
SPBA - Established Brands

Judging Criteria for SPBA - Established Brands

The participating Brand is required to make an online submission in accordance with the judging criteria stated below. Evaluation of the Brand will be based on the following:

  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


Brand Strategic Blueprint (Total: 30 Points)
The blueprint defines the framework of the brand roadmap. It articulates clearly the way the brand differentiates itself from its competitors. 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 positioning of the Brand.
  iv. Brand Values and Personality
State and elaborate the values and personality of the Brand.
  v. Brand Promise
What is the brand promise and how is it being fulfilled?


Brand Identity (Total: 15 Points)
Brand identity is the key concept 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 what it conveys.
  ii. Brand Applications
How is the Brand represented in its marketing communications (advertising & promotion, collaterals, digital applications on web and mobile) and customer touchpoints (product packaging and retail presence)?
  iii. Brand Documentation
State and explain the documentation of the overall brand identity.


Brand Management (Total: 20 Points)
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 adopted to ensure that a deep-rooted brand culture is instilled in employees across the organisation?
  iii. Feedback on Customer Relations
How does the Brand monitor, evaluate and apply customer feedback to further improve its 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 all awards, certifications and appointments that the Brand has achieved or attained.


Brand Development (Total: 15 Points)
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; how do these strategies enhance the brand building efforts and help achieve the desired brand experience. Please indicate the measures or systems in place for evaluating the effectiveness of these digital efforts (Return on Investments).
  iii. Brand Innovation and Brand Development
    Does the Brand 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.) Has there been any product and/or service development programme implemented in the organisation? If yes, please elaborate.
  iv. Brand Advancement Plan
What is the brand advancement plan for the next 3 years and how will it be implemented?


Brand Performance (Total: 20 Points)
What is the Brand’s significance to the business? 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 (2016 - 2018)?
  ii. Brand Loyalty
Describe the relationship between the Brand’s performance and customer loyalty over the past 3 years (2016 - 2018).
  iii. Brand Performance
What was the revenue growth of the Brand for the past 3 years (2016 - 2018)?


Data Protection Trustmark (DPTM) Certification
Has the Brand’s company attained the Data Protection Trustmark (DPTM) certification?

*A bonus of 5 points will be awarded to Brands whose companies are DPTM-certified. Simply upload a copy of the DPTM certificate. For more information on DPTM, please visit www.imda.gov.sg/dptm.


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