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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

Building brands through differentiated salience

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

Brands, contradictions and driving growth

This report discusses how consumers seem to care little about a brand, even though it may be hugely valuable.

Millward Brown's three "secrets" for driving brand growth

This report discusses how most marketers are focused on driving sales through digital, arguing that positive brand attitudes create the potential for stronger growth and higher profits.

What we know about luxury brands

This article provides marketers with information and guidance about luxury brand advertising.

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