Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's smartest marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 88 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
Europe (general region)
ESOMAR Conference papers
Date: newest first
Date: oldest first
Brand growth 2.0: The only global language in a local dialect
Includes video content
Recommended by Warc editors
Raluca Răschip, Richard Herbert and Oliver Koll, ESOMAR, CEE Research Forum, Bucharest, March 2014
This paper explains what is driving brand growth and inspiring manufacturers and retailers towards profitable business in the FMCG sector, presenting findings from a study of brands across 70 categories in Europe.
This paper explains what is driving brand growth and inspiring manufacturers and retailers towards profitable business in the FMCG sector, presenting findings from a study of brands across 70 categories in Europe. Drivers of growth and causes of decline over the past five years are explained in the context of economic recession, with comparisons of European markets with the US and emerging markets. Whilst FMCG value has continued to grow, consumers have 'traded down' from brands to private label. There is concern that people who switched to private label purchasing due to financial constraints, may not go back to brands, making brand loyalty an important marketing challenge. However, this situation has also enabled some brands to grow, as it has provided an opportunity to create stronger bonds with core consumers. In each market the top three national brands have achieved strongest growth (+10%), as a result of penetration and adapting to changing consumer needs.
Closing the price gap: Retailers, brands and the future of private-label food
Includes video content
Recommended by Warc editors
Tim Eales, Warc Exclusive, IRI, January 2014
This article examines the enduring role that private or own label ranges can play for European retailers and manufacturers, following a rise in popularity during the economic downturn.
This article examines the enduring role that private or own label ranges can play for European retailers and manufacturers, following a rise in popularity during the economic downturn. During this period, retailers have managed to persuade shoppers, especially in the UK and Germany (but not in France), that private label products can provide quality as well as value. They have gained their own brand personalities, and by focusing less on low prices, have reduced the price gap between private label and national brands, which have seen promotional strategies increase. However, this has led to consumers beginning to find some retailers' propositions confusing, particularly in the case of the mid-ground supermarkets that try to appeal to every shopper. Introducing own label products in these supermarkets may jeopardise loyalty and it will be essential to differentiate from other private label brands. Equally, national brands must focus on innovation to differentiate from all private label ranges and justify their price premium.
YOU ARE IN THE WARC INDEX:
Private and own label brands
Brand models, architecture
Laws and ethics
Trademarks and patents
Supermarkets and grocery stores
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the