Brand theories & ideas

Strategy Toolkit: Analysing the brand

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.
What we know about brand architecture

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.
Developing brand assets

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.
Why Unilever believes “consumers are dead”

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.
What we know about brand loyalty

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.
Differentiation or Salience

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.