Driving brand management through effective brand equity measurement

This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) market, manage a large portfolio of brands in a global many-faceted market.

Driving Brand Management Through Effective Band Equity Measurement

Stefan BinnerBms Gmbs andWerner HoffmanWiebeHenkel Adhesives

BONDS THE IMPOSSIBLE!

Adhesives go unnoticed by the general public for the most part, simply because they perform most of their work unseen. Nevertheless, their world is fascinating and often full of surprises (Guido De Keersmaecker, Executive Vice President, Henkel).

Adhesives are designed to join two parts and without them our world would literally fall apart. Without adhesives you could not use your mobile phone or your laptop. The chair you now sit on could not carry you and the floor in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands