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Brand analysis

Brand analysis covers a range of techniques that help marketers understand the health of a brand. A key concept is ‘brand equity’, which (though defined in several ways) is focused on identifying the added value a brand name gives to a product. Other ways of assessing the health of a brand include brand valuation (which seeks to put a financial value on a brand) and ‘brand promoter’ research, which looks at how likely consumers are to recommend a brand.

Key Reading

Important papers from across the Warc database

This Best Practice paper analyses what brand models are for, examines different types of brand models, and provides a checklist of how to use them in practice. Models discussed include Brand Pyramid, Brand Onion, Brand Bull's Eye, Brand Maps and Brand Key.
Brand love
A step-by-step guide to current approaches of valuing brands, with advice on valuation principles.
Why strong branding and good advertising are lead drivers of brand value.
This classic text looks at the history of brands and key factors in a brand's success.
Measuring consumers' emotional links with brands – and the value of these relationships.

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