Trax Associates | Petronas Dagangan Piloting of market-think® brand system and development of a brand unit

Trax Associates is a strategy consulting firm with a brand-driven focus. We forge the alignment of business ambition with market delivery offering companies a sustainable competitive advantage through brand building insights and methods.

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Project

‘WORLD CLASS’

Client

PETRONAS Dagangan

Brand Lead

Trax Associates
with Freeform (Designer)

Creative Lead

Leo Burnett

Date

2002 - 2004

About This Project

Piloted the Trax brand method and formed a new and centralised brand function at PETRONAS retail on a 2-year collaborative learning project. The organisational learning included the brand positioning of SYNTIUM as a world-class lubricant, the Trax Brand FCD© method in the alignment of business with market processes, and the brand repositioning of PRIMAX gasoline and MESRA C-Stores.