| |
ii. |
Internationalisation Efforts |
| |
|
| Describe the extent of internationalisation efforts and the proliferation of the brand in various foreign markets throughout the years. |
|
| |
|
| |
iii. |
Foreign Presence Achievement |
| |
|
| State and
elaborate on the achievement of the
brand’s foreign presence. |
|
| |
|
2) |
Brand Identity (Total: 20 points)
Brand identity is the key concept which guides all communication in the expression
of the brand. This evaluation component will be based on the following: |
| |
i. |
Brand Logo |
| |
|
| State the significance of the brand logo and
the choice of colours
used. |
|
| |
|
| |
ii. |
Brand Applications |
| |
|
| How is the brand represented through advertising &
promotion
(A&P) activities, marketing collaterals, website, product packaging and the
environment? |
|
| |
|
| |
iii. |
Brand Documentation |
| |
|
| State and explain the documentation of the overall brand identity. |
|
| |
|
3) |
Brand Strategic Blueprint (Total: 20 Points)
The clear insight and articulation of the brand that differentiates itself from
competitors. The blueprint defines the framework of
the brand 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 being fulfilled? |
|
| |
|
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? 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. |
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). |
|
| |
|
|
| |
ii. |
Brand Innovation and Brand Development |
| |
|
| 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. |
|
| |
|
| |
iii. |
Brand Performance |
| |
|
| What is the revenue growth of the brand for the past 3 years (2015 - 2017)? |
|
| |
|
| |
iv. |
Brand Loyalty |
| |
|
| Describe the relationship between the brand’s performance and
customer loyalty over the past 3 years (2015 - 2017). |
|
