You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


Key reading

Brand love

Best Practice: How to use brand models

This Best Practice paper analyses what brand models are for, examines different types of brand models, and provides a checklist of how to use them in practice. Models discussed include Brand Pyramid, Brand Onion, Brand Bull's Eye, Brand Maps and Brand Key.
Not a subscriber? Download this sample

Making the case for investment in brand

A step-by-step guide to current approaches of valuing brands, with advice on valuation principles.

Grow brand value

Why strong branding and good advertising are lead drivers of brand value.

Stephen King's 'What is a brand?'

This classic text looks at the history of brands and key factors in a brand's success.

Brands' emotional connection

Measuring consumers' emotional links with brands – and the value of these relationships.


Latest articles

The benefits of quantifying qualitative brand data: a mixed-method approach for converting free brand associations to a brand equity index

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

#Analysis: Why brand activation is such a big segment of marketing

This short article provides analysis on brand activations, a term that, for many, means little - but confusion among marketers leads to miscommunication and missed opportunities.

Building brands through differentiated salience

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

Brands, contradictions and driving growth

This report discusses how consumers seem to care little about a brand, even though it may be hugely valuable.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com