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Cracking the code to inspiration: How inspiration has become the key to brand growth

Article • Richard Dunn, WARC Exclusive, January, 2021

A study by Wunderman Thompson identified a strong link between inspiration and brand growth.

Does athletes’ performance influence a sponsor’s stock-market value? Assessing the effects of sponsored athletes who represent Japan in international tournaments

Research Paper • Keiya Mori, Tatsuaki Morino, and Fumiko Takeda, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 426-438

This study examines how sponsored athletes' performance affects a sponsor's stock price in 170 sport events between 1991 and 2017, using Japanese data.

Humanity is as important as agility in business resilience

Opinion • Richard Neish, December 2020

Crisis is a catalyst to change; today’s brand resilience was not born of face masks, doorstep-clapping and the rebirth of the QR code, but of a different crisis, explains Kin + Carta Connect ’s Richard Neish, introducing new research.

The brand strategists’ toolkit: SWOT Analysis

Article • Nick Liddell , WARC Exclusive, December 2020

SWOT analysis was pioneered at the Stanford Research Institute’s Theory and Practice of Planning group during the 1960s, under the stewardship of Robert Franklin Stewart and Albert Humphrey.

How winning brands grow, and why stagnant brands don’t – a 2020 update

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

This article discusses the updated 2020 results from DVJ Insights’ growth study exploring why winners grow more than the average and why losers grow less.

Why brands matter

Article • Brand Finance, WARC Exclusive, November, 2020

The term ‘brand’ is used differently by different people to encompass a relatively broad range of assets.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

The Balanced Scorecard and Strategy Map

Article • Nick Liddell, WARC Best Practice, November 2020

In 1996, Harvard Business School Professor Robert S Kaplan and consultant David P Norton literally wrote the book on Balanced Scorecards.

How athlete sponsorship can impact stock prices

News • 30 October 2020

The performance of sponsored athletes in sporting events can have an influence on an organisation’s stock price, according to a study published in the Journal of Advertising Research (JAR).

How some brands live on even when their stores are gone

News • 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

China’s top 100 brands are valued at almost $1 trillion

News • 15 October 2020

China’s top 100 brands gained 12% in value in 2020, increasing their worth by $106.

The power of provenance: how trading on their country of origin can help brands grow overseas

Opinion • 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.

What KPIs should you choose?

News • 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.

Top five business metrics to track the strength of your brand

Article • 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.

Moutai and Instagram see the largest growth in brand value

Data • Rob Clapp, WARC Data Points, July 2020

An overview of the 100 most valuable global brands in 2019 and 2020.

Holding on to long-term brand value during recessions

Article • 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.

What we know about masterbrand strategies

Article • 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.

The strategic spine to Apple’s AirPod

News • 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.

Three business metrics that show your brand is driving business performance

Article • David Haigh, WARC Exclusive, January 2020

Three business metrics that show your brand is driving business performance.

Amazon is first brand to achieve $200bn+ valuation

News • 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.

Facebook was only FAANG to lose brand value last year

Data • Rob Clapp, WARC Data Points, January 2020

An overview of FAANG global brand value between 2000 and 2019.

China brands go global: An R3 white paper

Article • 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.

China's nation brand value surges 40%

News • 13 October 2019

With its national brand value reaching US$19.

China’s premium strategy

Article • 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.

Short-term marketing impacts long-term growth

News • 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.

What we know about masterbrand strategies

Article • 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.
Top five business metrics to track the strength of your brand

Article • 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.
Holding on to long-term brand value during recessions

Article • 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.
Three business metrics that show your brand is driving business performance

Article • David Haigh, WARC Exclusive, January 2020

Three business metrics that show your brand is driving business performance.
How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.
A consumer-based brand performance model for assessing brand success

Research Paper • Sebastian Molinillo, Yuksel Ekinci, and Arnold Japutra, International 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.