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Brand analysis

Brand analysis covers a range of techniques that help marketers understand the health of a brand. A key concept is ‘brand equity’, which (though defined in several ways) is focused on identifying the added value a brand name gives to a product. Other ways of assessing the health of a brand include brand valuation (which seeks to put a financial value on a brand) and ‘brand promoter’ research, which looks at how likely consumers are to recommend a brand.

Key Reading

Important papers from across the Warc database

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.
Brand love
A step-by-step guide to current approaches of valuing brands, with advice on valuation principles.
Why strong branding and good advertising are lead drivers of brand value.
This classic text looks at the history of brands and key factors in a brand's success.
Measuring consumers' emotional links with brands – and the value of these relationships.

Case Study

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Case Study

This case study describes how Mitie Catering Services (MCS) successfully relaunched as Gather & Gather (G&G) with a new brand positioning and design at its core.

Case Study

This case study shows how IBM used its largely unknown role at the Wimbledon tennis championships to grab its audience's attention through a data-driven game.

Case Study

This case study describes how Samsung Electronics Italy enhanced its image by creating the Samsung Maestros Academy.

Case Study

This case study describes how mobile phone retailer Carphone Warehouse introduced an innovative tablet app to provide a better customer experience and differentiate the brand within the market.

Case Study

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.
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This article explains a renewed focus on customer experience (CX) in Australia, including the battle between ad agencies and consultancies to stamp their mark, challenges facing the sector, and how Telstra and NAB have integrated CX metrics into their businesses.


This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.


This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.


This article highlights the lessons that can be learned in longevity from the Whitechapel Bell Foundry, London's oldest manufacturing company.


In this article, Malcolm White uses an ornithological metaphor to explain how important brand-building can be - in spite of not being very keen on birds.


This event report provides various insights from ESPN, the sports-focused media group, regarding the effectiveness of cross-platform advertising.
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  1. Article

    This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

  2. Article

    This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

  3. Article

    This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

  4. Article

    This article provides marketers with information and guidance about luxury brand advertising.

  5. Article

    This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

  6. Article

    This article provides marketers with information and guidance on building brands.

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