Brand analysis
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Article • WARC Best Practice, January 2018
Article • WARC Best Practice, May 2017
News • 10 January 2018
Article • Stephen Whiteside, Event Reports, BrandZ Top 100 Most Valuable US Brands, January 2018
Article • Giles Lury, Market Leader, Quarter 1, 2018, pp. 32-35
Article • Anna Hamill, WARC Exclusive, October 2017
Article • Julie Schwartz, Bev Burgess and Vincent Rousselet, Market Leader, Quarter 4, 2017, pp. 46-49
Article • Nick Liddell, WARC Exclusive, December 2016
News • 07 December 2016
Research Paper • Catherine Moger Rickwood, Caroline Smiley, ESOMAR, Congress, New Orleans, September 2016
Research Paper • David Feick, Frank Buckler, ESOMAR, Congress, New Orleans, September 2016
Research Paper • Abas Mirzaei, David Gray, Chris Baumann and Lester W. Johnson, Journal of Advertising Research, Vol. 56, No. 2, 2016, pp. 169-182
Research Paper • Macarena Estévez and Ana Carreras, ESOMAR, Latin America, April 2016
Article • Geoffrey Precourt, Event Reports, The Market Research Event, November 2015
Article • Merry Baskin, WARC Best Practice, March 2015
Article • WARC Strategy Toolkit, Strategy Toolkit
Article • Lois Jacobs and Thomas Ordahl, Admap, October 2014
Article • Nick Liddell, WARC Best Practice, October 2012, pp. 42-43
Article • John Crowther, Admap, April 2012, pp. 14-16
Article • J Walker Smith, WARC Trends, February 2012, pp. 14-15
Article • Martin Bishop, WPP Atticus Awards, Highly Commended, 2011
Article • Robert Passikoff and Amy Shea, Admap, December 2011, pp. 20-21
Research Paper • Simona Sbarbaro, Joeri Van den Bergh, Elias Veris and Tom De Ruyck, ESOMAR, Qualitative, Vienna, November 2011
Article • Alex Do, WPP Atticus Awards, Highly Commended, 2010
Article • Marianne van Soomeren, Admap, December 2010, pp. 28-29
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Article • WARC Best Practice, January 2018
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate. -
Article • WARC Best Practice, May 2017
This article 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 • Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017
This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures. -
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 • Merry Baskin, WARC Best Practice, March 2015
This article analyses what brand models are for, examines different types and provides a checklist of how to use them. -
Article • WARC Exclusive, February 2015
This article provides marketers with information and guidance on building brands.