| 1) |
Brand Heritage and Identity (Total: 30 Points) -
The Brand history and organisation background information. Is there a well-designed Brand identity in place that expressively communicates the Brand heritage? This evaluation component will be based on the following: |
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i. |
Brand Origin – How was the Brand founded? How long has the Brand been established? |
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ii. |
Brand Logo – State the significance of the Brand logo and the choice of colours used. |
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iii. |
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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iv. |
Brand Documentation – State and elaborate the documentation of the overall Brand identity system. |
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| 2) |
Brand Strategic Blueprint (Total: 30 Points) -
The blueprint defines the framework of the Brand’s 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 Promise – What is the Brand promise and how is it fulfilled? |
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| 3) |
Brand Development and Performance (Total: 40 Points) -
How has the product and/or service improved over the years and what is the development programme implemented in the future? How important is the Brand to the business and how did branding affect the business performance? This evaluation component will be based on the following: |
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i. |
Brand Development – Has there been product and/or service development programmes implemented in the organisation? If yes, please elaborate. |
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ii. |
Brand Performance – What is the revenue growth of the Brand for the past 3 years (2008 - 2010)? Please indicate the sales turnover under the Brand. |
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iii. |
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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iv. |
Regional and International Presence – State the extent of internationalisation efforts and the increase in Brand presence in other countries over the years. |
