The Singapore Promising Brand Award is an annual award conferred to recognise outstanding efforts of Small and Medium-sized Enterprises in Singapore in the promotion of their brands. First given out in 2002 through a collaboration between the Association of Small and Medium Enterprises (ASME) and the Lianhe Zaobao, it has since recognised close to 100 local brandnames of SMEs, and introduced a new Heritage Brand Award category for its 2005 edition.
Contents |
A point system is used to access entries over five broad criteria, broken down as follows:
Criteria | Points | |
---|---|---|
Brand strategy / identity | Brand vision | 10 |
Brand mission | 10 | |
Brand purpose | 10 | |
Brand portfolio and architecture | 10 | |
Brand values / personality | 10 | |
Brand positioning | 10 | |
Brand promise | 10 | |
Brand development plan | 30 | |
Brand culture | Brand champion | 10 |
Brand management team | 10 | |
Brand communications | 20 | |
Integrated brand communications | Brand identity system | 10 |
External brand communications | 30 | |
Customer relationship management | 30 | |
Brand equity | Intellectual property, trademark, licensing and franchising | 10 |
Channel strategy | 10 | |
Product development | 10 | |
Awards and certifications | 10 | |
Brand performance | Market share (Local and overseas) | 10 |
Growth (Local and overseas) | 10 | |
Brand performance (Internal) | 10 | |
Brand performance (External) | 10 | |
Profitability | 10 | |
Total | 300 |