Brand theories & ideas

Strategy Toolkit: Analysing the brand

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.
What we know about brand architecture

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.
Why Unilever believes “consumers are dead”

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.
What we know about brand loyalty

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.
Differentiation or Salience

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.
Developing brand assets

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.