Four ways in which strong brands retain an advantage in digital purchase journeys are highlighted in a new report published today as part of the WARC series Rethinking brand for the rise of digital commerce.

Why it matters

Strong brands matter more than ever in environments where physical cues are lacking.

Four drivers of brand advantage

• Fame: ‘Prior knowledge’ is an advantage in search, while ‘common knowledge’ helps buyers justify purchase decisions.
• Mental availability: Being easily recalled in buying situations is a major advantage as it aids branded search (either on general search or within platforms).
• Recognition: ‘Distinctive...