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: |
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i. |
Brand Vision and Mission |
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| State the brand vision and mission. How are the brand vision and mission being communicated through every level of the organisation? What has been done to achieve the brand vision and mission to date? |
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ii. |
Brand Values and Personality |
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| State and elaborate the values and personality traits
of the brand. |
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iii. |
Brand Identity |
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| 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. |
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iv. |
Brand Promise |
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| What is the brand promise and how is it being fulfilled? |
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2) |
Brand Management and Development (Total: 30 Points)
This evaluation component will be based on the following: |
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i. |
Brand Positioning |
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| State and elaborate the positioning of the brand. |
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ii. |
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 (Return
on Investments). |
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iii. |
Brand Innovation and Brand Development |
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| 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. |
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3) |
Brand Performance (Total: 40 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: |
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i. |
Growth |
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| Has branding contributed to the growth of the organisation? If yes, please elaborate. |
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