| 1) |
Brand Strategic Blueprint (Total: 30 Points) -
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: |
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i. |
Brand Ideology – State and explain the ideology behind the Brand. |
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ii. |
Brand Vision and Mission – State the Brand vision and mission. |
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iii. |
Brand Positioning – State and elaborate the distinctive position of the Brand in the market. |
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iv. |
Brand Values and Personality – State and elaborate the core values and personality traits of the Brand. |
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v. |
Brand Promise – What is the Brand promise and how is it being fulfilled? |
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| 2) |
Brand Identity (Total: 15 Points) -
Is there a well-designed Brand identity in place that expressively communicates the Brand, in line with the Brand Strategic blueprint? This evaluation component will be based on the following: |
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i. |
Brand Logo – State the significance of the Brand logo and the choice of colours used. |
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ii. |
Brand Applications – 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 – State and explain the documentation of the overall Brand identity system. |
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| 3) |
Brand Management (Total: 20 Points) -
This evaluation component will be based on the following: |
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i. |
Brand Champion(s) and the Brand Management Team – Who are the key personnel in the organisation responsible for the Brand equity? Please state their roles and responsibilities in the management of the Brand. |
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ii. |
Brand Culture – What are the measures or tools that have been adopted to ensure that a deep-rooted Brand culture is instilled in the employees of the different divisions within the organisation? |
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iii. |
Feedback on Customer Relations – What are the measures or systems in place for obtaining customer feedback in order to evaluate Brand-customer relationship? |
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iv. |
Intellectual Property, Trademark, Licensing and Franchising (Regional and International), and Awards and Certifications – Are the products, services and Brand registered and protected in all relevant markets? Please also list down all the awards, certifications and appointments that the Brand has achieved or attained. |
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| 4) |
Brand Development (Total: 15 Points) -
This evaluation component will be based on the following: |
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i. |
Channel Strategy – What are the channels used for the distribution of products and/or services of the Brand? How is the Brand monitored through these channels? |
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ii. |
Brand Development – Has there been any product and/or service development programme implemented in the organisation? If yes, please elaborate. |
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iii. |
Brand Advancement Plan – What is the Brand advancement plan for the next 3 years and how will it be implemented? |
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| 5) |
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. |
Market Share and Growth (Local and Overseas) – What was the market share of
the Brand for the past 3 years (2008 - 2010)? |
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ii. |
Brand Loyalty – Describe the impact of Brand performance on customer loyalty
now as compared to the past 3 years (2008 - 2010). |
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iii. |
Brand Performance – What was the revenue growth of the Brand for the past
3 years (2008 - 2010)? Please indicate the sales turnover under the Brand. |
