Brand theories & ideas
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Article • Nick Liddell, WARC Best Practice, April 2021
Article • Nick Liddell , WARC Best Practice, April, 2021
Article • Wiemer Snijders, WARC Exclusive, April 2021
Article • Nick Liddell, WARC Best Practice, March 2021
Article • WARC Strategy Toolkit, March 2021
Article • WARC Strategy Toolkit, March 2021
Opinion • Paul Bailey, January 2021
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell , WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
Article • Nick Liddell, WARC Exclusive, December 2020
News • 11 November 2020
Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020
Article • Oliver Feldwick and Alex Dobson, WARC Exclusive, November 2020
Article • Brand Finance, WARC Exclusive, November, 2020
Opinion • Jack Miles, October 2020
Article • WARC Best Practice, September 2020
Article • WARC Best Practice, August 2020
Article • Prasad Shinde, Steven Naert and Tammy Ho, WARC Best Practice, May 2020
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Article • WARC Best Practice, August 2020
Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees. -
Article • Strategy Toolkit, Strategy Toolkit
This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands. -
Article • WARC Best Practice, January 2020
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude. -
Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014, pp. 0-0
This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed. -
Research Paper • John Scriven, Niel Barnard and Andrew Ehrenberg, Journal of Advertising Research, Vol. 37, No. 6, November/December 1997
In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages. -
Article • Strategy Toolkit, March 2021
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
