Sector’s Brand-Life Continuum Report™ (BLCR) isolates the degree to which a brand or products are integrated into a particular target market, individually and relative to competing brands and products. The report also identifies and explains the trajectory or trend of integration. Most importantly, the report explains why the brand or product is in the position it is in along the continuum.

The BLCR also charts a brand or product’s position along the continuum and against other dimensions, such as time in market.

Brand Life Continuum Report and the Brand Sustainability Index (BSI)™

As an extension of mapping the position of a brand along the Brand-Life Continuum, using the Brand-Life continuum framework, Sector Intelligence can map the position and path of a brand in a target market (or multiple target markets) over time to create a context for this positioning as well as a visual understanding of the brand’s trajectory in the respective target markets. It can also present a comprehensive map of the target marketplace that enables marketers and strategists to visualize the position and path of their brands and products in relation to competitive brands and products.

The Brand-Life Continuum Report establishes a brand’s Brand Sustainability Index (BSI), a specific market position expressed as an intersection of the brand’s current position on the Brand-Life Continuum and its length of time in the target market. The Brand-Life Continuum Report maps the brand (or product) in one of four domains (quadrants) of the Brand Sustainability Matrix which in turn classifies the nature of the brand’s position in the respective marketplace (see the attached Brand Sustainability Matrix for more a more detailed depiction of how a Brand Sustainability Index is established and visually represented):

• A Nascent brand, one that is in the Inspiration or Interpretation phases of the Brand-Life continuum and is relatively new to the marketplace;

• An Emergent brand, one that is in the Integration or Utilization phases of the Brand-Life Continuum and is relatively new to the marketplace;

• A Venerable brand, one that is in the Integration or Utilization phases of the Brand-Life Continuum and is relatively mature in the marketplace;

• An Irrelevant brand, one that is in the Interpretation phase of the Brand-Life continuum and is relatively mature in the marketplace

Tracking (visually tracing) the relative position of a brand in the Brand Sustainability Matrix over time can portray the trajectory of the brand in customer life (see attached sample Matrix for illustration of brand trajectory). Sector Intelligence’s analysis of why the brand is in the position it is along the Brand Life Continuum (based on the cultural references of the customer target market) provides clues to marketers on how to change the brand’s position or path (trajectory) on the Brand Life Matrix – essentially improving its Brand Sustainability Index and likelihood of becoming an emergent, then venerable brand, the most desirable positioning possible within a given customer marketplace.

The ongoing value and ROI of tracking a brand or product’s BSI

Whether in isolation or relative to competing brands, knowing what a brand’s BSI is, and understanding why a brand has a particular BSI, can help marketers anticipate and adjust for how its brand is functioning in the daily life of customer groups. How the brand does function in the daily life of customer groups, or the symbolic function and/or utility of the brand in the group’s life is what will determine patterns of loyalty and future purchasing, as well as customer advocacy on behalf of the brand (e.g. word of mouth).