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ii. |
Internationalisation Efforts |
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| Describe the extent of internationalisation efforts and the proliferation of the Brand in various foreign markets throughout the years. |
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iii. |
Foreign Presence Achievement |
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| State and
elaborate on the achievement of the
Brand’s foreign presence. |
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2) |
Brand Identity
Is there a well-designed Brand identity system in place that expressively communicates the Brand in foreign markets? In terms of aesthetics and design, how was it expressed effectively in its image? This evaluation component will be based on the following: |
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i. |
Brand Logo |
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| State the significance behind the Brand logo and
the choice of colours
used. |
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ii. |
Brand Applications |
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| Describe how the Brand is being manifested through A&P activities, marketing collaterals, website, product packaging and the environment. |
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iii. |
Brand Documentation |
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| State and explain the documentation of the overall Brand identity system. |
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3) |
Brand Strategic Blueprint
The clear insight and articulation of the Brand that differentiates itself from competitors. It defines the framework of its roadmap, and sets the overall precedence of the Brand’s existence and behaviour. This evaluation component will be based on the following: |
| |
i. |
Brand Ideology |
| |
|
| State and explain the ideology behind the Brand. |
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ii. |
Brand Vision and Mission |
| |
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| State the Brand vision and mission. |
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iii. |
Brand Promise |
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| What is the Brand promise and how is it fulfilled? |
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4) |
Brand Development and Performance
How has the product and/or service improved over the years and what are the development programmes planned for the future? How important is the Brand to the business and how did branding affect business performance? This evaluation component will be based on the following: |
| |
i. |
Digitalisation |
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| 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. |
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ii. |
Brand Innovation |
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| 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. |
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iii. |
Brand Development |
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| Has there been any product and/or service development implemented in the organisation? If yes, please elaborate. |
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iv. |
Brand Performance |
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| What is the revenue growth of the Brand for the past 3 years (2014 - 2016)? Please indicate the sales turnover under the Brand. |
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v. |
Brand Loyalty |
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| Describe the impact of Brand performance on customer loyalty now as compared to the past 3 years (2014 - 2016). |
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