Brand identity & image

Brand

1,264 results found

Sort by

What we know about brand identity and image

Article • WARC Best Practice, March 2019

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

How to use design in today's fragmented media mix

Article • Katie Ewer, WARC Best Practice, September 2017

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

How to measure design’s contribution to business growth

Article • Joanna Seddon, WARC Best Practice, November 2016

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Why an audio logo is essential for your brand

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019

Best practice advice for brands looking to create an audio logo to ensure relevance with consumers in non-visual contexts.

Coca-Cola Brazil: This Coke Is A Fanta

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the carbonated beverage brand, challenged homophobic attitudes in Brazil by releasing limited edition cans that put a twist on a traditional homophobic slur.

Prince Of Wales Hospital: Lucy

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Prince of Wales Hospital, a hospital in Australia, created a hospital bedside assistant, Lucy, which used machine learning to prioritise patient's requests for nurses in Australia to improve response times.

Centro Cuesta Nacional: Invisible Fish

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Jumbo, a supermarket brand, increased awareness of the issue of over-fishing parrotfish in the Dominican Republic by removing its own parrotfish stock from its shops.

ITC: Savlon Id-Guard

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Savlon, a brand of handwash, continued its work to spread hand-washing habits in rural India by implementing the ID Guard mission, which helped to grow its market share by 1.6 percentage points.

Ford Motor Company: Safe Cap

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, reconnected its Ford Trucks brand with its audience in Brazil by creating a wearable accessory that let truck drivers know when to take a rest.

Naked Grouse Rebrand

Case Study • Design Business Association, Gold, 2019

Naked Grouse, a whiskey brand owned by spirits company Edrington, designed its packaging and communications around its brand truth of liberation and freedom to promote it as a standalone brand in the UK.

Clover

Case Study • Design Business Association, Silver, 2019

Dairy Crest, a dairy products brand, demonstrated the natural origins of its Clover butter by redesigning its packaging to feature a cartoon nature setting to attract UK customers.

Covestro: New Brand

Case Study • Design Business Association, Bronze, 2019

Covestro, an adhesive manufacturing company, was launched as a new company by Bayer with a newly designed visual identity to encourage profit in Germany.

Blue Dragon

Case Study • Design Business Association, Silver, 2019

Blue Dragon, an Asian food products company, redesigned its packaging to reflect a visual journey to the heart of East Asia through the use of bold, bright colours to attract UK consumers.

Newby Classic Tea Collection

Case Study • Design Business Association, Silver, 2019

Newby, a classic tea collection, increased sales globally by redesigning its packaging to reflect it as the artefact of well-known philanthropist Nirma Sethia.

Gloucester Rugby Rebrand

Case Study • Design Business Association, Silver, 2019

Gloucester Rugby, a rugby brand, launched a new logo to develop a new brand identity and attract a wide range of stakeholders in the UK.

Häagen-Dazs Redesign

Case Study • Design Business Association, Silver, 2019

Häagen-Dazs, an ice cream brand, implemented a major packaging update and launched three limited-edition ranges to increase market share across the UK.

Eleni & Chris Salon Signature Collection

Case Study • Design Business Association, Gold, 2019

Eleni & Chris, a haircare brand, launched its salon professional range of haircare in Norway and Sweden with a branding design that reflected the contrasting personalities of its creators and Scandinavian design.

Bomonti Beer

Case Study • Design Business Association, Bronze, 2019

Bomonti Fabrika, a beer brand, relaunched its 50cl can version of its beer in Turkey with a design that represented easy drinking in the past, present and future.

Lloyds Bank Manchester

Case Study • Design Business Association, Bronze, 2019

Lloyds Bank, a banking brand, reformulated its branch strategy in Manchester by launching a new flagship store with an innovative customer experience to increase store visits in the UK.

Wormvax: Barbervax Commercial Vaccine Production System

Case Study • Design Business Association, Silver, 2019

Wormvax, a company that produces Barber’s Pole worm vaccines, obtained a design for machinery required to produce millions of doses of necessary vaccines for farmers in Australia.

The Pearlfisher Garden

Case Study • Design Business Association, Bronze, 2019

Pearlfisher, a design agency, designed the Pearlfisher Garden to highlight the amount of plastic waste in the ocean, which was displayed at The RHS Chelsea Flower Show.

Winston Churchill Cigars

Case Study • Design Business Association, Silver, 2019

Winston Churchill Cigars, a cigar collection, re-launched its Winston Churchill collection in the UK by creating six different cigars to represent the many traits that made up Churchill.

Quorn Redesign

Case Study • Design Business Association, Gold, 2019

Quorn, a meat substitute product, increased brand growth and sales globally by launching a new pack design featuring food photography to tempt consumers.

Branding for The Primal Pantry

Case Study • Design Business Association, Silver, 2019

The Primal Pantry, a raw food manufacturer, increased market share in the UK by redesigning its identity to appeal to health food lovers across the country.

Shelter Scotland: Campaign Identity and Chatbot

Case Study • Design Business Association, Bronze, 2019

Shelter Scotland, a homeless charity, launched a chatbot to help inform people in Scotland of changes to housing legislation.

What we know about brand identity and image

Article • WARC Best Practice, March 2019

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
Effective 100: Lessons from the global effectiveness rankings 2019

Rankings • Rankings Articles, May 2019

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Brand architecture for business growth

Article • David Taylor, Admap Magazine, October 2018

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.
Brands now compete with life for attention

Article • Tom Doctoroff, Admap Magazine, September 2018, pp. 30-31

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.
How to craft memorability in multi-platform advertising

Article • Orlando Wood, Admap Magazine, September 2018, pp. 10-14

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.