SPBA - Heritage Brands
SPBA - Heritage Brands

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


Brand Heritage and Identity
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? 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 the choice of colours used.
  iii. Brand Applications
Describe how the Brand is being manifested through A&P activities, marketing collaterals, website, product packaging and the environment.
  iv. Brand Documentation
State and elaborate the documentation of the overall Brand identity system.


Brand Strategic Blueprint
The blueprint defines the framework of the Brand’s 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 Promise
What is the Brand promise and how is it fulfilled?


Brand Development and Performance
How has the product and/or service improved over the years and what is 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 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.
  ii. 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.
  iii. Brand Development
Has there been any product and/or service development programmes implemented in the organisation? If yes, please elaborate.
  iv. Brand Performance
What is the revenue growth of the Brand for the past 3 years (2014 - 2016)? Please indicate the sales turnover under the Brand.
  v. Brand Loyalty
Describe the impact of Brand performance on customer loyalty now as compared to the past 3 years (2014 - 2016).
  vi. Regional and International Presence
State the extent of internationalisation efforts and the increase in Brand presence in other countries over the years.

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