SPBA - Regional Brands
SPBA - Regional Brands

Judging Criteria for SPBA - Regional 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. Regional and International Presence 30
  2. Brand Identity 20
  3. Brand Strategic Blueprint 20
  4. Brand Development and Performance 30
  Total Weightage 100


Regional and International Presence (Total: 30 Points)
The success of brand infiltration in foreign markets**. Participants must be able to produce documentary evidence of the brand presence in at least 3 foreign markets**, while retaining its true values as a Singapore brand. This evaluation component will be based on the following:

Note: ** “Foreign market” is defined as “a country OR a city with population exceeding 5 million”.

  i. Market Penetration
List the extent of presence the brand has in each market.

• Retail Outlets / Showrooms
• Subsidiary Offices / Representative Offices
• Factories / Production Plants / Manufacturing
  Plants / Franchisee
• Letter of Appointment of Representative in country
• Letter of Appointment as Official Distributor
• Name of Certificates / Awards
  (e.g. Leadership in Energy and Environmental
  Design (LEED) certification, United States Green
  Building Council 2011; Certificate of ISO 9001:
 Patents / Trademarks &  Areas filled   • Provide information on patents and / or
trademarks (number, name, territory)
• Actual Sales generated
• Market presence over the Internet, Domain Names
 Others  • List of Brands / Companies overseas
• Registration of Company overseas  

  ii. Internationalisation Efforts
Describe the extent of internationalisation efforts and the proliferation of the brand in various foreign markets throughout the years.
  iii. Foreign Presence Achievement
State and elaborate on the achievement of the brand’s foreign presence.


Brand Identity (Total: 20 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 Strategic Blueprint (Total: 20 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 Promise
What is the brand promise and how is it being fulfilled?


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 does branding affect business performance? This evaluation component will be based on the following:

  i. 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).
  ii. 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.
  iii. Brand Performance
What is the revenue growth of the brand for the past 3 years (2015 - 2017)?
  iv. Brand Loyalty
Describe the relationship between the brand’s performance and customer loyalty over the past 3 years (2015 - 2017).

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