Brand theories & ideas
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Opinion • Paul Bailey, January 2021
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020
News • 11 November 2020
Article • Oliver Feldwick and Alex Dobson, WARC Exclusive, November 2020
Article • Brand Finance, WARC Exclusive, November, 2020
Opinion • Jack Miles, October 2020
Article • WARC Best Practice, September 2020
Article • WARC Best Practice, August 2020
Article • Prasad Shinde, Steven Naert and Tammy Ho, WARC Best Practice, May 2020
Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020
Research Paper • Marcello Formisano, Koen Pauwels and Lia Zarantonello, Int. Journal of Market Research, Vol. 62, No. 2, 2020, pp. 127-138
News • 05 March 2020
Article • Itiel E. Dror and Nir Wegrzyn, WARC Exclusive, March 2020
Opinion • Mike May, February 2020
Article • Sarah Dear, WARC Exclusive, January 2020
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Article • Strategy Toolkit, Strategy Toolkit
This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands. -
Article • WARC Best Practice, August 2020
Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees. -
Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014, pp. 0-0
This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed. -
Article • WARC Best Practice, January 2020
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude. -
Research Paper • John Scriven, Niel Barnard and Andrew Ehrenberg, Journal of Advertising Research, Vol. 37, No. 6, November/December 1997
In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages. -
Article • Dominic Twose, WARC Best Practice, January 2020
This article explores the importance of building strong branding into marketing activity and how to develop brand assets.