Brand identity & image

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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.

Anheuser-Busch: Raising the Bar – A Stock Imagery Refresh

Case Study • SABRE Awards, North America, Beverage, Gold, 2019

Anheuser-Busch, a brewing company, promoted social good platform, Elevate, by launching a free repository of high-quality beer imagery in the US.

Microsoft: Making Gaming More Inclusive with the Xbox Adaptive Controller

Case Study • SABRE Awards, North America, Technology: Hardware, Gold, 2019

Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.

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.

New logo scores for US Open Tennis Championships

News • 24 April 2019

The US Open Tennis Championships took the difficult step of replacing its long-standing logo, but found that introducing a new insignia better served its brand in a variety of ways.

Brands can tap sensory power from tangible brand assets

News • 17 April 2019

Marketers are missing a trick by not opening their minds to opportunities afforded by unlocking sensory power from tangible brand assets, according to an industry figure.

How the US Open Tennis Championships served up a new logo

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

The US Open Tennis Championships launched a new logo in 2018, a strategic decision that was intended to achieve various goals.

Close the gap of meaning: Gillette deconstructed

News • 16 April 2019

Global brands should be aware of the mental disconnects that can occur between the meaning intended to be communicated by a brand versus meaning created – as was illustrated by the recent Gillette campaign.

Carlsberg (was) probably not the best beer

News • 16 April 2019

Carlsberg is undergoing a complete overhaul in the UK – with a ‘rebrew’, more premium positioning and a greater appeal to women – as the beer brand concedes it had not been living up to its long running tagline.

The Road to Happiness: Rebuilding brand reputation; how Oi bounced back!

Research Paper • Célia Nishio and Juliana Romano, ESOMAR, Latin America, 2019

Oi, the telecommunications company, used emotion and smart research to wipe out marketing waste and improve consumer perceptions of the brand in South America.

Before attempting to revitalize a brand, read this

Opinion • Mike Teasdale, April 2019

Breathing new life into a brand is a complex exercise in which knowing what to change is as important as knowing what to leave alone.

Why global brands fall into the gap of meaning

Article • Dr. Martina Olbertova, Research on WARC, March 2019

Discusses how global brands should be aware of the mental disconnects that can occur between the meaning intended to be communicated by a brand versus meaning created.

NPR tackles sonic branding

News • 19 March 2019

National Public Radio (NPR), the media organisation, is seeking to use sonic branding elements to make sure its content is recognisable whatever platform it appears on.

Time for brands to reach out to the human senses

Article • Andrew Wardlaw, WARC Exclusive, March 2019

Andrew Wardlaw of MMR shares key highlights from the first in a series of global events called BE THE CHANGE, which seek to confront key issues facing brand owners.

Mastercard branding now includes a 'mogo'

News • 15 March 2019

Payments brand Mastercard has spent the past two years developing a sonic brand identity which, its chief marketing and communications officer says, can support the trustworthiness of its communications.

NPR tackles the sonic branding challenge

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

National Public Radio (NPR), the broadcasting organization, is facing a new branding challenge as its content becomes available on a wider range of platforms.

Lessons from Mastercard on how to create a sonic brand identity

Article • Raja Rajamannar, WARC Exclusive, March 2019

Mastercard CMO Raja Rajamannar shares lessons from the two-year process the payment brand underwent to create a sonic brand architecture.

Channel 4 tests ad-free VOD service

News • 04 March 2019

Channel 4 has become the latest British broadcaster to ramp up its video-on-demand capabilities as it tests an ad-free version of its All 4 catch-up service, which if successful, could roll out later this year.

The presentation of brand personality in English-Chinese brand name translation

Research Paper • Ying Cui, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 33-49

The brand name is an important asset of a business, for consumers rely on brand names to identify goods for purchase.

Forum: A brand’s eye view of correspondence analysis

Article • Jake Hoare and Tim Bock, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 12-21

Correspondence analysis is widely used to create brand maps, which show the positioning of brands with respect to perceptual attributes.

What we know about brand naming

Article • WARC Best Practice, March 2019

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.

Helzberg Diamonds: Helzberg Diamonds Breaks the Rules of Engagement

Case Study • SABRE Awards, Best in Broadcast Media (Earned), In2, 2019

Helzberg Diamonds, a jewelry retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.

Aflac: My Special Aflac Duck

Case Study • SABRE Awards, Most Innovative Brand Marketing/Communications Professional - Brand, In2, 2019

Aflac, an American insurance company, increased sales and brand awareness in the US by providing children battling cancer with a robotic duck toy, symbolic of its logo, to comfort them throughout treatment.

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

Article • 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.