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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

The four steps tea brands must take to buck the downward trend

This article outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

Coca-Cola boosts new real-time measurement metric

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

Forum: Comparing association grids and 'pick any' lists for measuring brand attributes

Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey.

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.

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