Article
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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
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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
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Joanna Seddon, WARC Best Practice, November 2016
This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.
News
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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
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Sarah Dear, WARC Exclusive, January 2020
Brands should follow five clear steps to ensure their visual brand identity translates across multiple channels.
Article
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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
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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
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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
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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).
Article
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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.
Case Study
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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.
Case Study
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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.
Opinion
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Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.
Article
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Prof. Steven Van Belleghem, WARC Exclusive, November 2019
Looks at how marketers will need to adapt to the voice advertising models of the future and evolve into one of three relationship triangles with them, and the customer.
News
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20 November 2019
Business professionals in China are keenly aware of the growing importance of brand purpose to consumers, but new research suggests a majority don’t clearly understand the concept.
News
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19 November 2019
Brands may benefit from understanding the difference between having a clear “perspective” versus focusing on a given purpose in their marketing.
Case Study
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Hannah Muirhead, WARC Media Awards, Gold, Effective Channel Integration, 2019
Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in the run-up to Christmas in Western Australia.
Case Study
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James Barnett, WARC Media Awards, Silver, Effective Channel Integration, 2019
Fast-food brand KFC harnessed Australians' love of cricket to create a fan army that won the support of the whole country, boosting sales along the way.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Coca-Cola, the soft drinks brand, increased consumer engagement globally by developing a pair of drinking glasses that light up whenever used, allowing friends to share their Coca-Cola drinking moments with each other.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Coca-Cola, the soft-drinks brand, launched an online cricket game to engage consumers and increase sales in India, during the ICC Cricket World Cup season.
News
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01 November 2019
Brand building requires marketers to balance short-term acquisition with long-term emotional connection; global brand building adds layers of extra complication, but a framework based on four crucial pillars will assist marketers in managing the ...
Article
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Jan Gooding, WARC Exclusive, October 2019
Discusses four important pillars to building a global brand which create a framework within which global brand building can be managed.
