News
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20 October 2020
The value of a brand’s name, its reputation, its associations, often built up painstakingly over decades, seems more relevant than ever as online retailers struggle in a crowded space to find distinction, but in a world in which building them is more
News
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15 October 2020
China’s top 100 brands gained 12% in value in 2020, increasing their worth by $106.
Opinion
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Graham Staplehurst, September 2020
An international presence allows brands not only to broaden their footprint into fast-growing markets, but also protect against the impact of an economic slowdown at home - Graham Staplehurst explores the results of new Kantar research into the brands that have succeeded and those that have not. Research from BrandZ shows that the ability to capitalise on the strengths of the country of origin plays a major part in a successful export strategy.
News
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21 September 2020
The right key performance indicators (KPIs) can give an early warning on performance and can help cut through the complex world of marketing, say Paul Dyson and Katherine Munford.
Article
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Paul Dyson and Katherine Munford, WARC Exclusive, September 2020
This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.
Data
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Rob Clapp, WARC Data Points, July 2020
An overview of the 100 most valuable global brands in 2019 and 2020.
Article
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David Haigh, WARC Exclusive, May 2020
It is unprecedented for there to be an immediate recession, a stock market slump, supply and demand side contractions, an oil price collapse and massive unemployment simultaneously.
Article
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WARC Best Practice, February 2020
Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
News
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30 January 2020
In a record quarter for the iPhone maker, its flagship smartphone shone from strong demand, but it was wearables that showed the greatest growth at 37% year over year – consider the AirPod.
Article
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David Haigh, WARC Exclusive, January 2020
Three business metrics that show your brand is driving business performance.
Research Paper
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Keiya Mori, Tatsuaki Morino, and Fumiko Takeda, Journal of Advertising Research, Digital First, January 2020
This study examines how sponsored athletes' performance affects a sponsor's stock price in 170 sport events between 1991 and 2017, using Japanese data.
News
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24 January 2020
Amazon, the world’s largest online marketplace, has made history by being named as the first brand to be valued at more than $200bn, having increased its brand value by an impressive 17.
Data
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Rob Clapp, WARC Data Points, January 2020
An overview of FAANG global brand value between 2000 and 2019.
Article
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October 2019, Research on WARC
Looks at how China has moved from a production-driven economy to a consumer-driven economy and how it is becoming a major global player.
News
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13 October 2019
With its national brand value reaching US$19.
Article
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Doreen Wang, Admap, July 2019
Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.
News
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30 June 2019
Marketing activities that realise an immediate return tend to win out when it comes to the allocation of budget, but a new study warns that brands should not neglect the need to lock in long-term growth, which very few are able to do.
News
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11 June 2019
The rocketing share price of Beyond Meat has grabbed the headlines but it’s only one signal of a growing confidence in the market for plant-based foods and a conviction that many consumers’ tastes are shifting away from animal-based prote
News
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11 June 2019
Amazon tops the latest BrandZ ranking of most valuable global brands, with a 52% surge in its value attributed to a diverse eco-system of products and services that have enable the e-commerce giant continuously accelerate its brand value growth.
News
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16 May 2019
Amazon continues to top BrandZ’s Most Valuable Retailers rankings, but Chinese pure-plays are presenting some stiff competition.
News
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18 April 2019
PepsiCo’s share price hit a record high earlier this week after the food and beverage giant reported its biggest sales increase in more than three years, not least because of its investment in marketing.
News
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10 April 2019
Samsung, the South Korean electronics giant – and according to some measures the world’s largest advertiser – remains bullish about its prospects at the centre of the digital universe, even as slowing smartphone sales indicate rocky
News
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05 March 2019
Kraft Heinz’s newly installed global brand officer has rebuffed suggestions the company’s recent $15 billion write-down had anything to do with brand underinvestment.
Research Paper
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Sebastian Molinillo, Yuksel Ekinci, and Arnold Japutra, Int. Journal of Market Research, Vol. 61, No. 1, 2019, pp. 93-110
The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM) to measure brand success.
News
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26 February 2019
A focus on cost-cutting at the expense of brand building and a lack of innovation have left Kraft Heinz lagging behind its rivals and led to $16bn being wiped off its market valuation last week.
