Research Process

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

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