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The performance of the brand will be judged initially through the written submission under Brand Intent, Brand Content, Brand Process & Brand Performance. And there will be additional category-specific questions with respect to Turnaround Brand, Innovative Brand, New Entrant Brand and International Brand. Finalists will then be asked to make a presentation on the brand’s success story, where the judging focus will be on Execution. |
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| Section 1: Brand Intent (10%) |
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| In this section the applicants will describe the strategic intent of the brand in order to help the judges to appreciate the overall direction in which the brand is intended to move. |
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| 1.1 |
Brand Purpose |
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What would consumers miss if the brand did not exist? |
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| 1.2 |
Brand Target (Market) |
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What is the profile of the typical consumer? |
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| 1.3 |
Brand Vision |
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What are brand’s long- term and medium- term objectives? |
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| 1.4 |
Brand
Mission |
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What are
the principal tasks it intends to perform in order to realise
its vision? |
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| 1.5 |
Brand Lifecycle |
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Where is the brand placed in the lifecycle? And what are its related strategies? |
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| Section 2 : Brand Content (15%) |
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| This section will deal with what the brand is about, in terms of its values and imagery. |
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| 2.1 |
Brand Values |
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What are
the core values the brand upholds and how are they promoted
within the company? |
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| 2.2 |
Brand Personality |
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How is the brand perceived in terms of personality- attributes? |
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| 2.3 |
Brand Reflection |
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What image
does it want to project of the users/clients themselves? |
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| Section 3: Brand Process (35%) |
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| This section will address specific branding strategies that will be adopted by the applicants, in order to make the target consumers, value and internalize the brand, and its key elements. |
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| 3.1 |
What is the brand’s value proposition vis a vis competition and why? |
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(eg: “More value for higher price”) |
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| 3.2 |
In what category is the brand located and why? |
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| 3.3 |
What
is the Point(s) Of Difference between the brand and those in
the category and how credible is it? How does the POD create
value for the consumer? |
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| 3.4 |
How Distinctive, Defensible, and Deliverable is the POD? |
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| 3.5 |
How is the brand’s aforesaid strategic positioning operationalised through the elements of the Marketing-mix? |
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| 3.6 |
How is the brand recalled in the consumer’s mind? And why is this strategic? (names and distinctive marks) |
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| 3.7 |
What
is the brand’s naming strategy and why? (Umbrella / Monolithic
vs. Individual / Discreet vs. Hybrid / Sub-brands) |
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| Part 4 : Brand Performance (40%) |
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| In this section the actual performance of the brand in the market place will be assessed through the information provided by you in the application, which is endorsed by independent auditors and research companies. |
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| 4.1 |
Provide information with regard to Sales Value growth, Sales Volume growth, Market Share growth, Profit / Contribution, Loyalty / Customer Satisfaction, Brand Awareness, Brand Recognition and Brand Reputation, endorsed by auditors and research companies, over the last 3 years. |
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| The
following questions under brand process shall be answered in
additions to those in the section 1, 2 and 4. |
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| Innovative Brand Of The Year |
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| 1. |
What specific market opportunity did you identify for innovation? |
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| 2. |
Describe the exceptional and unconventional, methods / approaches you used in NPD, Packaging, Marketing Communications, Distribution and Service Delivery |
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| 3. |
What is the brand’s value proposition vis a vis competition and why? |
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| 4. |
In what category is the brand located and why? |
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5. |
What is the Point(s) Of Difference between the brand and those in the category, and how credible is it? How does the POD create value for the consumer? |
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| 6. |
How Distinctive, Defensible, and Deliverable is the POD? |
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| 7. |
How is the
brand recalled by the consumer? And why is this strategic? (names
and distinctive marks) |
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| 8. |
How is the brand’s strategic positioning operationalised through the elements of the Marketing-mix? |
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| 9. |
What is the
naming strategy and why? (Umbrella / Monolithic vs. Individual
/ Discreet vs. Hybrid / Sub- brands) |
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| International Brand Of The Year |
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| 1. |
Describe your target International market(s), It's environment and other contextual factors? |
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| 2. |
Describe the strategies adopted by you to meet the specific challenges in those markets. |
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| 3. |
What is the brand’s value proposition vis a vis competition and why? |
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| 4. |
In what category is the brand located and why? |
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5. |
What is the Point(s) Of Difference between the brand and those in the category, and how credible is it? How does the POD create value for the consumer? |
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| 6. |
How Distinctive, Defensible, and Deliverable is the POD? |
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| 7. |
How is the Brand recalled by the consumer? And why is this strategic? (names and distinctive marks) |
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| 8. |
How is the brand’s strategic positioning operationalised through the elements of the Marketing- mix? |
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| 9. |
What is the
naming strategy and why? (Umbrella / Monolithic vs. Individual
/ Discreet vs. Hybrid / Sub- brands) |
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| New Entrant Brand Of The Year |
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| 1. |
What specific market opportunity did you identify? |
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| 2. |
What were
your key objectives at the point of market entry? |
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| 3. |
What was your market- entry strategy? |
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| 4. |
What were
the specific challenges you faced at market- entry stage and
thereafter? |
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5. |
Describe the rationale of the above strategy? |
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| 6. |
What is the brand’s value proposition vis a vis competition and why? |
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| 7. |
In what category is the brand located and why? |
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| 8. |
What is the
Point(s) Of Difference between the brand and those in the category
and how credible is it? How does the POD create value for the
consumer? |
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| 9. |
How Distinctive, Defensible, and Deliverable is the POD? |
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| 10. |
How is the
brand recalled by the consumer? And why is this strategic? (names
and distinctive marks) |
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| 11. |
How is the brand’s strategic positioning operationalised through the elements of the Marketing-mix? |
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12.
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What is the
naming strategy and why?(Umbrella / Monolithic vs. Individual
/ Discreet vs. Hybrid / Sub- brands) |
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| Turnaround Brand Of The Year |
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| 1. |
Describe
the crisis or the downturn you experienced and its reasons. |
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| 2. |
Describe strategies adopted to overcome the crisis and reverse the downturn. Adequate evidence and Information must be provided to substantiate the above. |
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| 3. |
What is the brand’s value proposition vis a vis competition and why? |
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| 4. |
In what category is the brand located and why? |
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5. |
What is the Point(s) Of Difference between the brand and those in the category, and how credible is it? How does the POD create value for the consumer? |
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| 6. |
How Distinctive, Defensible, and Deliverable is the POD? |
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| 7. |
How is the brand recalled by the consumer? And why is this strategic?(names and distinctive marks) |
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| 8. |
How is the brand’s strategic positioning operationalised through the elements of the Marketing-mix? |
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| 9. |
What is the
naming strategy and why?(Umbrella / Monolithic vs. Individual
/ Discreet vs. Hybrid / Sub- brands) |
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