SPBA - Promising Brands
SPBA - Promising Brands

Judging Criteria for SPBA - Promising Brands

The participating brand is required to submit a submission in accordance with the judging criteria stated below. 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 Concept 30
  2. Brand Management and Development 50
  3. Brand Performance 20
  Total Weightage 100

1)

Brand Concept (Total: 30 Points)
The creation of an impression that the brand is associated with a product and/or service that has qualities and/or characteristics that makes it unique. It defines the essential tools to create all the desired messages and responses while delivering a solid promise to the end customer. This evaluation component will be based on the following:

  i. Brand Vision and Mission
   
State the brand vision and mission. How are the brand vision and mission communicated through every level of the organisation? What has been done to achieve the brand vision and mission to date?
   
  ii. Brand Values and Personality
   
State and elaborate the values and personality traits of the brand.
   
  iii. Brand Identity
   
State the significance of the brand logo and the choice of colours used. Describe how is the brand represented through advertising & promotion (A&P) activities, marketing collaterals, website, product packaging and the environment.
   
  iv. Brand Promise
   
What is the brand promise and how is it being fulfilled?
   

2)

Brand Management and Development (Total: 50 Points)
This evaluation component will be based on the following:

  i. Brand Positioning
   
State and elaborate the positioning of the brand.
   
  ii. Brand Building
   
Explain how the brand is protected, enforced and promoted. Has the brand undergone any trademark registration? If yes, please indicate the country and the number of trademarks registered. Does the organisation hold other intellectual property (IP) rights to the brand? Does the brand issue franchising rights? If yes, please indicate the number and location(s) of the franchises. Has the organisation licensed the use of the brand or trade marks? If yes, please elaborate.
   
  iii. 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 (Return on Investments).
   
  iv. Brand Innovation
   
Does the company embrace innovation as a key business strategy? State and elaborate how innovation drives the business growth and performance such as new growth opportunities (new customer segments, new market, new channels, etc.) for the brand. Has there been any product and/or service development programme implemented in the organisation? If yes, please elaborate.
   

3)

Brand Performance (Total: 20 Points)
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. Growth and Profitability
   
What was the revenue growth of the brand for the past 3 years (2015 - 2017)? Please indicate the sales turn over under the brand. Has branding contributed to the revenue growth of the organisation? Please explain the trend for the past 3 years (2015 - 2017).
   

 



 
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