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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 direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.
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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.


This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.


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.


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


This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.


This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.


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