This section of the Strategy Toolkit has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
A brand is more than just a product. A brand's intangible imagery is arguably as important as its more 'mundane' tangible reality. Brands are meant to be there 'for the long haul'; and strong brands can be incredibly valuable.
'Brand strategy' is more than just 'what happens in the ad' (or on the website, or on the packaging). Brand strategy is an upstream process that shapes what happens, and how it happens, across all points of downstream execution. Deep understanding of what a brand is, and what it could be, is therefore a core strategic skill.
In this section you will learn:
1. What is a brand?
This introduction to brand analysis includes papers on the role of the brand and how that may be changing.
2. Brand positioning
What else does this article talk about?
- Account planning & strategy
- Brand models, architecture
- Brand theories & ideas
Interested in seeing what other marketing challenges WARC covers?
WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.
What do I get with WARC?
- 65,000+ articles covering the full spectrum of marketing communications.
- Including over 12,000 effectiveness case studies revealing the campaign strategies of the world's leading brands to help maximize ROI.
- Best practice guides that explain the how and why of marketing challenges to stay ahead of the ever-changing marketing landscape.
- Marketing intelligence, trend reports, brand profiles and event reports to give your brand clear competitive advantage.