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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 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.

Case Study

This paper describes how UK bank NatWest integrated a diverse range of data sources into a multi-faceted modelling framework called the Brand Contribution Programme to lay the foundations for a new approach to the bank's marketing investment.

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 shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.
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Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Article

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

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.

Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.
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  1. 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.

  2. Article

    This article explores how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.

  3. Article

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

  4. 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.

  5. Article

    This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

  6. Article

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

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