SPBA - Global Brands
SPBA - Global Brands

Judging Criteria for SPBA - Global 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 and Identity 20
  2. Brand Localisation 30
  3. Brand Development 20
  4. Brand Performance 30
  Total Weightage 100


Brand Strategic Blueprint and Identity (Total: 20 Points)
The blueprint defines the framework of the brand roadmap. It articulates clearly the way the Brand differentiates itself from its competitors. Brand identity is the key concept that guides all communication in the expression of the Brand. This evaluation component will be based on the following:

  i. Brand Origin and Ideology
Where and when was the Brand founded? What inspired the founder(s) to set up the Brand?
  ii. Brand Logo
State the significance of the brand logo and what it conveys.
  iii. Brand Promise
What is the brand promise and how is it being fulfilled?
  iv. Brand Positioning
State and elaborate the positioning of the Brand.
  v. Brand Values and Personality
State and elaborate the values and personality of the Brand.


Brand Localisation (Total: 30 Points)
To achieve success and engage consumers in foreign markets, brands must adapt and customise their offerings to meet the unique needs and expectations of specific markets. This component evaluates the following:

  i. Products and Services
What are the Brand’s efforts in modifying and/or customising its products and services for consumers in Singapore and the regional market? When doing this, how does the Brand manage to retain its unique selling proposition (USP)?
  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. Feedback on Customer Relations
How does the Brand monitor, evaluate and apply customer feedback to further improve its brand-customer relationship?
  iv. Brand Culture
What are the measures or tools adopted to ensure that the Brand’s culture remains consistent with the place of origin? How do they affect the adaptations to the local context?


Brand Development (Total: 20 Points)
How has the product and/or service improved over the years and what are the development programmes planned for the future? This evaluation component will be based on the following:

  i. 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).
  ii. 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.
  iii. Brand Advancement Plan
What is the brand advancement plan for the next 3 years in Singapore and how will it be implemented?
  iv. Brand Expansion
How did the Brand leverage the opportunities in Singapore to further its growth here, in the region and beyond?


Brand Performance (Total: 30 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. Brand Loyalty
Describe the relationship between the Brand’s performance and customer loyalty over the past 3 years (2016 – 2018).
  ii. Brand Growth
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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