| 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
• 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
• What are the core values of the Brand?
• Describe the personality traits that the Brand displays in its image to its external audience, customers or the public. |
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iii. |
Brand Identity
• What are the significance of the Brand logo and the choice of colours used?
• Describe how the Brand is being manifested through A&P activities, marketing collaterals, website, product packaging and the environment. |
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iv. |
Brand Promise
• What is the Brand promise and how is it being fulfilled?
• What is the public’s expectation of the Brand?
• Is this expectation fulfilled by the Brand? If yes, please elaborate. |
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| 2) |
Brand Development and Management (Total: 50 Points) -
This evaluation component will be based on the following: |
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i. |
Brand Positioning
• State and elaborate the distinctive position of the Brand in the market. |
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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 trademarks? If yes, please elaborate. |
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iii. |
Brand Development
• Has there been any implementation of product and/or service development programme in the organisation? If yes, please elaborate.
• Provide an illustration on the progress the Brand has made over the past 3 years (2008 - 2010).
• What is the Brand development plan for the next 3 years and how will it be implemented? |
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| 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: |
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i. |
Growth and Profitability
• What is the revenue growth of the Brand for the past 3 years (2008 - 2010)? Please indicate the sales turnover under the Brand.
• Has branding contributed to the revenue growth of the organisation? Please explain the trend for the past 3 years (2008 - 2010). |
