Partners Unveil 'Brand Alignment Monitor'

UK agencies Ci Research and Brand Vista have launched the Brand Alignment Monitor (BAM), a tool promising a 360 degree analysis of how well a brand measures up to its vision and values.

Wilmslow, Cheshire-based Ci has expertise in many sectors including public, financial services, retail, FMCG and b2b / industrial, and recently launched online research community Ci Nation.

BAM has been designed to enable branding practitioners to understand the extent to which they 'own' their brand 'territories', and how this links to performance on key indicators such as advocacy, loyalty and propensity to purchase.

The tool takes into account the views of people within the organisation, as well as external stakeholders and third parties, while providing an overview of brand perceptions.

Ci Research MD Colin Auton (pictured) comments on the launch: 'We developed this methodology to provide an alternative to one-dimensional brand tracking studies, which churn out reams of data and charts, but provide insufficient insight and direction to enable companies to shift perceptions. We wanted to create a tool that would help create sustainable brands, built more by what they do than what they say.'

Web sites: www.ci-research.com and www.brandvista.co.uk .