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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.

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.

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.

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.

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, 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, 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.

Building platform brands

Article • Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021

Research shows that eight of the largest ten companies in the world today have been built on platform-business models.

Let us entertain them: Why fame matters

Opinion • Faris Yakob, May 2021

Given how important fame is to any campaign or brand, we don’t talk about it enough argues Faris Yakob.

Brand love? That’s just plain silly

Opinion • David Penn, May 2021

Accepted truths in advertising continue to shift, with ideas of brand love currently dismissed as the preserve of an old order – Conquest’s David Penn considers whether we might be throwing the importance of irrationality out with the mis-placed idea of love.

What we know about differentiation and salience

Article • WARC Best Practice, May 2021

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

What we know about brand equity

Article • WARC Best Practice, May 2021

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Is consumer obsession the right obsession?

Opinion • Ali Rezgui, April 2021

Publicis Groupe’s Ali Rezgui says consumer relevance is not the same as consumer obsession and the latter may lead to issues like data overload, results that are similar to the competition, and constantly changing messaging that can hinder long-term growth.

Enough about love: This is the crushmarks era

Opinion • Daniele Lazzarotto, April 2021

It’s time for brands to abandon the idea of romantic brand love and loyalty, argues Daniele Lazzarotto, and focus instead on brand crushes: a good time with no strings attached.

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.
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.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
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.
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 WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.