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Marketing & brand management

Marketing management refers to the activities conducted by client-side marketers in order to sell products or services to target consumers. It aims to increase the customer base and customer satisfaction over time, and traditionally includes the 4P's: product, place (distribution), price and promotion (customer-facing communication and promotion). Brand management will generally have more focus on building and nurturing a specific brand within a company’s portfolio. Brand and marketing management are often used interchangeably.

Key Reading

Important papers from across the Warc database

This article indicates some of the many areas in which companies will need to develop in the next few years to be successful marketing organisations of the future. It also discusses the results of Marketing 2020, a global survey of industry executives conducted by the ANA.
Why the approval of any significant marketing initiative is dependent upon a compelling business case.
This article updates McCarthy's famous 4P's for the digital world, reflecting the changing role of marketing.
The beverage giant's approach to international marketing and brand management.

Case Study

This case study looks at M&S Food, the UK retailer, and the campaign to return the business to growth by building marketing capabilities and infrastructure across the business to ensure a premium image.

Case Study

This case study shows how Transport for London's (TfL) Customer & Employee Insight team used compilations of multiple strands of data to create a new holistic approach to implementing change at every level of the organisation.

Case Study

This paper tells the story of how a bold change in creative design approach delivered dramatic improvement in sales conversion and return on investment in a time of declining budgets and traffic for

Case Study

Australian optical retailer, Laubman & Pank, set out to market its ‘Transition Lenses’ which automatically adjust to UV light, to a highly targeted group of 11,158 customers.

Case Study

This case study demonstrates the way innovative insight was transformed, shared and ultimately put at the centre of the decision-making process at BBC Worldwide, the broadcasting company.
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In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.


The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

Research Paper

This paper examines how dashboard applications might be transformed in order to maintain interest and user attention.


In this article, the authors argue that due to the rate of environmental change in business, companies will have to adapt more rapidly than they have in the past.


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


This article offers ten steps on negotiating to increase peace and harmony at work.
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  1. Article

    This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

  2. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  3. Article

    This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

  4. Article

    This article summarises Warc's Toolkit 2016, a guide to six key challenges for brands in the coming year.

  5. Article

    This article, taken from the Warc Toolkit 2016 report, looks at developments in attribution and modelling, including new forms of campaign analysis.

  6. Article

    This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

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