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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.
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Making the case for investment in brand

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

Brand meaning: Decoding the signs

How semiotics can be used to ensure that intended brand values are being communicated correctly.

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

Comparing approaches to elicit brand attributes both face-to-face and online

Brand attributes play an important role in tracking customer-based brand equity.

How the latest technology can render the news incomprehensible

This article discusses the BBC's news programme Outside Source, arguing that it uses technology for technology's sake, leaving viewers confused.

New conjoint approaches to scaling brand equity and optimising share of preference prediction

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

10 traits of megabrands

This article outlines 10 key ways to boost brand value based upon an analysis of what unites the world's biggest and most valuable brands, including the likes of Coca-Cola, Nike and Disney.

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