SPBA - Heritage Brands
SPBA - Heritage Brands

Judging Criteria for SPBA - Heritage 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 Heritage and Identity 30
  2. Brand Strategic Blueprint 30
  3. Brand Development and Performance 40
  Total Weightage 100


Brand Heritage and Identity (Total: 30 Points)
The brand history and organisation background information. Is there a well-designed brand identity in place that expressively communicates the brand heritage? This evaluation component will be based on the following:

  i. Brand Origin
How was the company founded and how is the Brand associated with the heritage of the company? How long has the Brand been established for? Has the Brand gone through a revamp? If yes, how has it retained its heritage through its brand communication?
  ii. Brand Logo
State the significance of the brand logo and what it conveys.
  iii. 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)?
  iv. Brand Documentation
State and explain the documentation of the overall brand identity.


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 Promise
What is the brand promise and how is it fulfilled?


Brand Development and Performance (Total: 40 Points)
How has the product and/or service improved over the years and what are the development programme that will be implemented in the future? How important is the Brand to the business and how has branding affected business performance? 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 Performance
What was the revenue growth of the Brand for the past 3 years (2016 - 2018)?
  iv. Brand Loyalty
Describe the relationship between the Brand’s performance and customer loyalty over the past 3 years (2016 - 2018).
  v. Regional and International Presence
State the Brand’s internationalisation efforts and its presence in other countries over the years.


Data Protection Trustmark 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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