SOURCE: ibranz

April 28, 2008 08:00 ET

Should Fortune 500 Firms Monitor Their Brand Trajectory?

LADERA RANCH, CA--(Marketwire - April 28, 2008) - ibranz, a Brand Strategy firm, today announced a soon-to-be-released book that grapples with this very issue -- brand assessment and realignment.

Organizations of all kinds forge their brand's strategic trajectory on a daily basis, whether consciously or unintentionally. This occurs through deliberate planning and execution, chastening of market fads, or response to a competitive threat. Whatever the root cause, a direction emerges and the consequences unveil themselves somewhere along the brand's journey. Just as a mariner plots his course by virtue of a compass and celestial landmarks, so too does management make use of tools and metrics by which strategic brand goals are achieved.

What's the value of monitoring a Brand Trajectory? All brands possess two distinct features: they are in constant motion and multi-dimensional. With respect to motion, every brand emerges from obscurity and builds momentum year upon year. Over time, the brand develops a personality (dimensional) and becomes a moniker by which consumers can trust to deliver a certain kind of value. Depending on the business landscape and how the brand has been nurtured, these two features merge and a trajectory crystallizes. By not following a process to monitor and adjust this trajectory, the brand may fall into disrepair and become a shadow of its former self.

This brand strategy book will be available by summer 2008.

Headquartered in Ladera Ranch, CA, ibranz creates synergy between business and brand strategy since they should operate hand-in-hand. ibranz serves small to medium size organizations that seek assessment and realignment of their brand trajectory. ibranz also offers brand strategy consulting, conducts virtual market research, and report generation.

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