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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 (Total: 20 points)
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: |
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i. |
Brand Logo |
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| State the significance of the brand logo and
what it conveys. |
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ii. |
Brand Applications |
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| 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)? |
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iii. |
Brand Documentation |
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| State and explain the documentation of the overall brand identity. |
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3) |
Brand Strategic Blueprint (Total: 20 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: |
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i. |
Brand Ideology |
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| 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 being fulfilled? |
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4) |
Brand Development and Performance (Total: 30 Points)
How has the product and/or service improved over the years, and what are the development programmes planned for the future? What is the Brand’s significance to
the business? How does branding affect business performance? This evaluation component will be based on the following: |
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i. |
Digitalisation |
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| 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). |
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ii. |
Brand Innovation and Brand Development |
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| 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. |
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iii. |
Brand Performance |
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| What was the revenue growth of the Brand for the past 3 years (2016 - 2018)? |
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iv. |
Brand Loyalty |
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| Describe the relationship between the brand’s performance and
customer loyalty over the past 3 years (2016 - 2018). |
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5) |
Data Protection Trustmark Certification (Total: 30 Points)
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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