SPBA - Special Merit
SPBA - Special Merit

Judging Criteria for SPBA - Special Merit

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.

Note: SPBA - Special Merit is a unique Award Category to honour government agencies and not-for-profit organisations. Participation in this category is strictly by the Award Organising Committee’s invite only. The decision of the Award Organising Committee will be final and binding.

  Component Weightage (%)
  1. Brand Concept 30
  2. Brand Management and Development 30
  3. Brand Performance 40
  Total Weightage 100


Brand Concept (Total: 30 Points)
The creation of an impression that the brand is associated with a product and/or service that has qualities and/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
State and elaborate the values and personality traits of the brand.
  iii. Brand Identity
State the significance of the brand logo and the choice of colours used. Describe how is the brand represented through advertising & promotion (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?


Brand Management and Development (Total: 30 Points)
This evaluation component will be based on the following:

  i. Brand Positioning
State and elaborate the positioning of the brand.
  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.


Brand Performance (Total: 40 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. Growth
Has branding contributed to the growth of the organisation? If yes, please elaborate.

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