How should you research brands?

Advertisers seeking to gain a genuine understanding of any category or market need to be able to assess the strength of their own brand and those of their competitors.

How should you research brands?

Paul Feldwick

WHAT BRANDS ARE, AND HOW THEY WORK

Oreo, Tampax, Citibank, Daewoo, Danone, Brentano's, Knorr, Tesco, Harley-Davidson, Faber, Kwikfit, Président, Guinness… nearly everywhere, and in nearly all categories, our buying and selling is organised around brand names and brand symbols. Not just the Marlboros and the Coca-Colas, but hundreds of small and local names mediate consumer choices. In fact, it is harder to think of marketplaces where brands don't exist than where they do – buying vegetables in a street market might be one, though even here regular buyers may come to favour one...

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

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  • 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

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

* Top 10 brands