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Marketer's Toolkit: North American Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the North American market.

Marketer's Toolkit: European Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the European market.

What we know about luxury brands

Article • WARC Best Practice, December 2021

Provides marketers with information and guidance about luxury brand advertising.

Kahlua: Transitioning kahlúa to consumer-led growth

Case Study • MRS Awards Papers, Finalist, New Consumer Insights, 2021

Kahlúa, a coffee liqueur brand, launched an in-depth query to grow market share and brand equity in key locations by targeting a new audience globally.

How consumer-generated brand nicknames lead to higher willingness to purchase

Article • Genevieve Silk, Research on WARC, November 2021

The use of brand nicknames in user-generated content (UGC) can lead to increases in willingness to purchase and information-sharing.

How to read the BrandZ 2021 ranking

Article • Sam Peña-Taylor, WARC Exclusive, October 2021

The UK’s most valuable brands have proved their resilience by bouncing back faster than the competition; learning from them provides a playbook for progress in a post-Brexit, late-pandemic context, according to Kantar.

The SoundOut index: Personality edition

Article • SoundOut, Research on WARC, September 2021

This report explores the role of personality in sonic branding, particularly sonic logos.

An integrated model for customer equity estimation based on brand equity

Research Paper • Zahra Qorbani, Hamidreza Koosha, and Mohsen Bagheri, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 635-664

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research.

Multidimensional green brand equity: A cross-cultural scale development and validation study

Research Paper • Muhammad Ishtiaq Ishaq, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 560-575

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences.

Measuring advertising’s effect on mental availability

Research Paper • Kelly Vaughan, Armando Maria Corsi, Virginia Beal, and Byron Sharp, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 665-681

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics.

Media management and matchmaking

Opinion • Duncan Southgate, September 2021

As digital ad spend rises and options expand, advertisers and agencies need to bring analytical rigour to matching their media strategies with their brand’s personalities.

Switching from engagement to attention: Ireland National Lottery, a case study

Article • WARC Best Practice, September 2021

Much has been written about the need to shift the ecosystem away from vanity metrics that promised more than they could deliver.

The importance of consumer engagement in brand heritage advertising: How feeling close to a brand can increase willingness to pay more

Research Paper • Daniele Scarpi, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 334-345

Consumers mentally construe the world around themselves by adopting either low or high construal levels.

A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.

Addressing mental availability is more important than brand rejection for B2B marketers

Article • Stephen Whiteside, Event Reports, LinkedIn/B2B Institute webinar, August 2021

Research by the B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute has identified a mental availability issue for business-to-business players.

The whole brand: Ending the divide between brand marketing and performance marketing

Article • David Gutting, WARC Best Practice, July 2021

Using an analysis of national surveys of 9,000 consumers over the last two years, and evaluating more than 150 brands in 25 categories, this article argues that brands that work as unified systems perform far better than those that don’t.

3 in 15: Brand-building and the Rise of Digital Commerce

Article • Lena Roland and David Tiltman, WARC Exclusive, July 2021

David Tiltman, VP of content at WARC, and Lena Roland, managing editor of WARC.com, talk us through the recent white paper launched by WARC.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

Why building brands is a growing priority for China’s digital marketers

Opinion • Lv Zhi Guo 吕志国, June 2021

Umeng+ (pronounced “you mong” in English) is a widely used analytics platform for mobile applications in China. Founded in 2010, the Alibaba-owned but independently-managed company serves developers who require statistical tools to help them analyse mobile data, understand their users’ in-app behaviour, and cross-promote apps via their app networks. As of 2020, Umeng+ services two million mobile apps, of which Chinese ones form about 65%.

Tesla, TikTok and Pinduoduo are quickest growing brands

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of the ten quickest growing brands worldwide.

Amazon and Apple extend lead as most valuable brands

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of the ten most valuable brands worldwide.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

Get real, get creative: Real understanding to climb the Creative Effectiveness Ladder

Article • Research on WARC, June 2021

Ipsos looks at how brands and agencies can produce more effective creative and what routes, processes or ingredients they need to get to the top.

Linking attention to mental availability: Early findings

Article • Karen Nelson-Field , WARC Exclusive, June 2021

Amplified Intelligence has been proving the value of attention as a measure of quality reach for several years.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 192-211

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Strategy Toolkit module 3: Analysing the brand

Article • Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.