spba - promising brands

spba - established brands

spba - heritage branDS

spba - regional brands
spba - special merit

All Brands are required to submit a 6-10 page proposal, in accordance with the judging criteria stated below. To strengthen the proposal, please attach relevant marketing and communication collaterals.

Evaluation of the Brand will be based on the same criteria. Please contact the Award Secretariat should you require a Chinese copy of the judging criteria.

NOTE: SPBA - Special Merit is a unique Award Category to honour government agencies and not-for-profit organisations. The SPBA Organising Committee reserves the right to assess the suitability of the participating Brand that meets the Qualifying Criteria. The decision of the SPBA Organising Committee will be final and binding.
1) Brand Concept (Total: 30 Points) - The creation of an impression that the Brand is associated with a product and/or service that has certain qualities 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:
  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?
  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.
  iii. Brand Identity
• State 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.
  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.
     
2) Brand Development and Management (Total: 30 Points) - This evaluation component will be based on the following:
  i. Brand Positioning
• State and elaborate the distinctive position of the Brand in the market.
  ii. 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?
 
3) Brand Performance (Total: 40 Points) - How important is the Brand to the organisation and how did branding affect the organisation’s performance? This evaluation component will be based on the following:
  i. Growth
• Has branding contributed to the growth of the organisation? If yes, please elaborate. Areas of growth could include successful KPIs, membership figures, student intake, funds raised, projects undertaken etc.
 

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