Why do brands matter?

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

What is a brand, and why do brands matter? What is brand equity or a brand franchise? And how do you measure and manage brand equity to maximise profits over the long term? Let's first explore the notion of a brand and speculate about its origins.

The word 'brand' is most often defined as a symbol, name or sign that identifies and distinguishes one product or service from competitive products and services. We might think of 'identifies and distinguishes' as the practical or tangible functions of a brand, but these are only the visible tips of the iceberg. Below the...

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WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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