SPBA - Established Brands
SPBA - Established Brands

Judging Criteria for SPBA - Established Brands

The participating brand is required to submit a submission in accordance with the judging criteria stated below. Please contact the Award Secretariat for a copy of the submission template. Evaluation of the brand will be based on the following criteria.

  Component Weightage (%)
  1. Brand Strategic Blueprint 30
  2. Brand Identity 15
  3. Brand Management 20
  4. Brand Development 15
  5. Brand Performance 20
  Total Weightage 100


Brand Strategic Blueprint (Total: 30 Points)
The clear insight and articulation of the brand that differentiates itself from competitors. 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:

  i. Brand Ideology
State and explain the ideology behind the brand.
  ii. Brand Vision and Mission
State the brand vision and mission.
  iii. Brand Positioning
State and elaborate the positioning of the brand.
  iv. Brand Values and Personality
State and elaborate the values and personality traits of the brand.
  v. Brand Promise
What is the brand promise and how is it being fulfilled?


Brand Identity (Total: 15 Points)
Brand Identity is the key concept which guides all communication in the expression of the brand. This evaluation component will be based on the following:

  i. Brand Logo
State the significance of the brand logo and the choice of colours used.
  ii. Brand Applications
How is the brand represented through advertising & promotion (A&P) activities, marketing collaterals, website, product packaging and the environment?
  iii. Brand Documentation
State and explain the documentation of the overall brand identity.


Brand Management (Total: 20 Points)
This evaluation component will be based on the following:

  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.
  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?
  iii. Feedback on Customer Relations
What are the measures or systems in place for obtaining customer feedback in order to evaluate brand-customer relationship?
  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.


Brand Development (Total: 15 Points)
This evaluation component will be based on the following:

  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?
  ii. Digitalisation
What digital strategies have been implemented and how do these digital strategies enhance the brand building effort? Explain how these digital strategies are being implemented to complement the traditional channels to achieve an overall brand experience. Please indicate the measures or systems in place for evaluating these digital efforts (Return on Investments).
  iii. Brand Innovation and Brand Development
    Does the company embrace innovation as a key business strategy? State and elaborate how innovation drives the business growth and performance such as new growth opportunities (new customer segments, new market, new channels, etc.) for the brand. Has there been any product and/or service development programme implemented in the organisation? If yes, please elaborate.
  iv. Brand Advancement Plan
What is the brand advancement plan for the next 3 years and how will it be implemented?


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:

  i. Market Share and Growth (Local and Overseas)
What was the market share of the brand for the past 3 years (2015 - 2017)?
  ii. Brand Loyalty
Describe the relationship between the brand’s performance and customer loyalty over the past 3 years (2015 - 2017).
  iii. Brand Performance
What was the revenue growth of the brand for the past 3 years (2015 - 2017)?

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