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).
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.
Article
•
Joanna Seddon, WARC Best Practice, November 2016
This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.
Opinion
•
WARC from Home, March 2020
WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown.
News
•
23 March 2020
Consumers are more likely to think of a brand as dynamic and youthful if it has an asymmetrical logo, and they associate brands with a symmetrical logo with less exciting qualities like sincerity and sophistication, new research shows.
Article
•
WARC Best Practice, March 2020
Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.
Case Study
•
Case Studies on WARC, 2018
Coffee brand Nescafé reversed a sales decline and improved its perception as a socially committed brand in Mexico through a campaign that got people closer to its CSR program.
Opinion
•
Ben Osborne, March 2020
New brands can’t come into existence without consumers, but consumers won’t always pick the winner, says Ben Osborne.
Case Study
•
Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Famed Chinese water brand Nongfu Spring released new bottle designs that are covered with drawings of emperors, concubines and empress dowagers, alongside humorous monologues that left good impressions on consumers.
Research Paper
•
Daniela Andreini, Marc Fetscherin, and Lia Zarantonello, Journal of Advertising Research, Digital First, February 2020
This article conceptualizes chief executive officer (CEO) brand image as a multidimensional construct consisting of three main dimensions – personality, performance, and leadership – and develops a reliable and valid 9-item scale to capture these dimensions.
News
•
25 February 2020
Brands assets come in various forms but it is those visual assets owned by the brand itself that are most likely to be strongly linked to ‘effective branded attention’ in creative, new research suggests.
Opinion
•
Mike May, February 2020
Brands don’t exist in a vacuum: they are judged by the virtues or vices of their industry and the meta-brand surrounding it – Mike May, VP Strategy at the agency Huge, explores the effects of meta-brands and how to escape them.
Article
•
WARC Exclusive, February 2020
This Ipsos meta-analysis of over 2,000 pieces of video creative examines the relationship between effectiveness and the presence or not of brand assets.
Article
•
Research on WARC, February 2020
In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.
News
•
23 January 2020
If it’s possible to describe an ad in one sentence without mentioning the brand, or an established brand asset, then you may have a branding problem, according to an industry expert.
Article
•
Research on WARC, January 2020
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Article
•
Sarah Dear, WARC Exclusive, January 2020
Brands should follow five clear steps to ensure their visual brand identity translates across multiple channels.
Article
•
WARC Evidence, January 2020
Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
Article
•
Dominic Twose, WARC Best Practice, January 2020
This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
Article
•
Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness event, November 2019
Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.
Article
•
Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Case Study
•
Data and Marketing Association, Gold, 2019
IKEA, a furniture retail company, increased usage of its sofa planning tool by launching a downloadable, usable font built from 38 different sofa configurations.
Research Paper
•
MRS Awards, Winner, MRS Award for Media Research, 2019
System1 Research, the market research company, found that Fluent Devices are effective, and their use is in decline in the UK and US.
Article
•
Brian Carruthers, Event Reports, IPA EffWorks, October 2019
Luckin Coffee, a Chinese coffee firm, uses its customers data to cut costs, improve quality, and to inform marketing to focus on a convenience-focussed young urban audience.
Research Paper
•
MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
NS&I, a savings bank company, uncovered what brand heritage means to consumers by launching semiotic research to reveal thematic narratives around how heritage is harnessed by brands in the UK.
