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Key reading

Brand love

Best Practice: How to use brand models

This Best Practice paper analyses what brand models are for, examines different types of brand models, and provides a checklist of how to use them in practice. Models discussed include Brand Pyramid, Brand Onion, Brand Bull's Eye, Brand Maps and Brand Key.
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Making the case for investment in brand

A step-by-step guide to current approaches of valuing brands, with advice on valuation principles.

Grow brand value

Why strong branding and good advertising are lead drivers of brand value.

Stephen King's 'What is a brand?'

This classic text looks at the history of brands and key factors in a brand's success.

Brands' emotional connection

Measuring consumers' emotional links with brands – and the value of these relationships.




Latest articles

Zalando: The Journey From Data to Emotion: How qualitative research helped a big data company change both its advertising and branding approach

This paper examines how Zalando, a European fashion e-commerce company, used qualitative research to investigate and improve its likeability in Nordic countries.

Intel reinterprets its brand value

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.

NatWest: Brand contribution

This paper describes how UK bank NatWest integrated a diverse range of data sources into a multi-faceted modelling framework called the Brand Contribution Programme to lay the foundations for a new approach to the bank's marketing investment.

The benefits of quantifying qualitative brand data: a mixed-method approach for converting free brand associations to a brand equity index

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

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