Making the most of your brands

The most successful brands all share four broad characteristics: strong business basics, great brand experience, brand clarity and projected leadership.

Making the most of your brands

EIGHT BRAND TYPES

From our brand equity work, we've identified eight brand types, each of which faces different strategic challenges. We derived these categories empirically from an analysis of the brands in our BrandDynamics™ database, looking for common patterns of strength and weakness across the core measures.

BrandDynamics map

This chart plots the average “Presence” (how well known the brand is among category buyers) of the eight brand types, against their average brand Voltage 2.0 (our one-number summary of brand potential).

Olympicbrands are the strongest — they are universally known, well loved, have...

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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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We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands