Get a demo Do I subscribe? News sign-up Sample reports

Theories of brand growth

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

179 results found
Sort by

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

LONDON/ADELAIDE: Big brands are not dying, brand loyalty to them is stable and younger consumers are not rejecting them, according to research from the Ehrenberg-Bass Institute.

Article

The declaration that big brands are dying always receives attention, so extensive analyses are used to debunk some myths and outline what strategies make sense for big brands to follow.

Article

How Coca-Cola Took Over the World and 100 More Amazing Stories about the World's Greatest Brands is a collection of 101 short stories by ad industry veteran Giles Lury.
Countdown Clock
Just 44 days left to enter the WARC Prize for MENA Strategy

Article

Hippeas, an organic chickpea brand, used big thinking to successfully penetrate the US and UK markets by creating a strong brand purpose, a clear vision and an emotional relationship with consumers.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Article

Adam Ferrier, founder of THINKERBELL, discusses what happens when brands put the consumer at the heart of their decision making, CX, and design.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

Article

Marketers are failing to drive growth as a result of several shortcomings that are widespread in the industry, according to Bob Liodice, President/CEO of the ANA.

Opinion

BEST OF 2017 OPINION: The rumble in the jungle, it wasn’t. Nor was it the Thrilla in Manila.

News

GLOBAL: It is often reported that large global brands are losing out to their smaller rivals and that customer loyalty to major brands is in decline, but these are myths unsupported by the evidence, according to a new academic study.

Article

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.

News

SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

Research Paper

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

News

LONDON: For a brand to grow, it must understand its target market, become the first brand that people see as they move towards a purchase, and stimulate demand – though not necessarily through advertising – an industry figure has ...

Article

This webinar replays WARC's session: "How to be a smart targeter" at the Cannes Lions festival this year.

News

CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.