| 1) |
Regional and International Presence (Total: 20 Points) -
The success of Brand infiltration in foreign markets. Participants must be able to produce documentary evidence of the Brand presence in at least 5 foreign markets, while retaining its true values as a Singapore Brand. This evaluation component will be based on the following: |
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Market Penetration – List the number of outlets in each market that the Brand has presence in. |
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Internationalisation Efforts – Describe the extent of internationalisation efforts and the proliferation of the Brand in various foreign markets throughout the years. |
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iii. |
Foreign Presence Achievement – State and elaborate on the achievement of the Brand’s foreign presence. |
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| 2) |
Brand Identity (Total: 20 Points) - Is there a well-designed Brand identity system in place that expressively communicates the Brand in foreign markets? In terms of aesthetics and design, how was it expressed effectively in its image? This evaluation component will be based on the following: |
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Brand Logo – State the significance behind 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 Strategic Blueprint (Total: 30 Points) -
The clear insight and articulation of the Brand that differentiates itself from competitors. It defines the framework of its roadmap, and sets the overall precedence of the Brand’s existence and behaviour. 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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Brand Vision and Mission – State the Brand vision and mission. |
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Brand Promise – What is the Brand promise and how is it fulfilled? |
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| 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 did branding affect business performance? This evaluation component will be based on the following: |
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i. |
Brand Development – Has there been any product and/or service development implemented in the organisation? If yes, please elaborate. |
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ii. |
Brand Performance – What is the revenue growth of the Brand? Please indicate the sales turnover under the Brand. |
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iii. |
Brand Loyalty – Describe the impact of Brand performance on customer loyalty. |
