Article
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WARC Best Practice, February 2020
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
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WARC Best Practice, August 2019
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.
News
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29 June 2020
GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.
News
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18 June 2020
Airbnb, Chobani, Dollar Shave Club, Tesla … all are successful start-ups that have disrupted existing markets by creating – and owning – new subcategories; it’s the only way to grow says David Aaker.
Article
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David Aaker, WARC Exclusive, June 2020
Details concepts from Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age (Morgan James Publishing, 2020) by the brand strategist and author David Aaker.
Article
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Remona Duquesne and Joe Pullos, WARC Webinars, May 2020
Remona Duquesne and Joe Pullos share the tools, frameworks and learnings to give you the confidence to not only survive but thrive in the current recession.
Article
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Marcello Formisano, Koen Pauwels and Lia Zarantonello, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 127-138
What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on "how brands grow." In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally.
News
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11 February 2020
Deloitte India is in advanced talks to acquire media audit firm Spatial Access, according to media reports.
Article
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Dan Calladine, WARC Exclusive, January 2020
Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019
The sharing economy is in transition away from the sale of access to resources and toward services that can give users access to a community.
Article
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Stephen Whiteside, Event Reports, Owning Your Narrative: The Future of Media, June 2019
Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as it extends into new categories and targets different consumer groups.
News
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20 August 2019
Given the plethora of choice now available to consumers, the winning formula for brands is now less about what they offer, and more about the customer centricity and market responsiveness surrounding that core offering, two experts advise.
Article
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Victoria Sakal and Dr. Emmanuel Probst, WARC Best Practice, August 2019
Looks at how ecosystem brands serve as one-stop-shops for multi-faceted consumer needs and provides success stories from Lego, Apple and more.
Article
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Anil Thakraney, Event Reports, Zee MELT, May 2019
Amul credits its humble beginnings as a cooperative body and focus on both the consumer and producer for its enduring success as India’s leading diary brand.
Article
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Amit Chaubey, Sachin Sharma and Dhruv Chadha, WARC Exclusive, May 2019
FMCG marketers in APAC can use marketing science to extract more efficient investments in digital media, especially when resources are constrained.
Research Paper
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Sebastian Molinillo, Yuksel Ekinci, and Arnold Japutra, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 93-110
The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM) to measure brand success.
Article
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Emily Barley, Event Reports, Festival of Marketing, October 2018
Following changes of ownership and positioning, frozen food brand Birds Eye had seen its sales across drop alarmingly; it needed to do something radically different.
News
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12 October 2018
Asian companies are moving away from a fixed approach to brand architecture, whether that’s the “branded house” or the “house of brands”, in favour of a hybridisation strategy, according to an industry figure.
News
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08 October 2018
Brand architecture needs to be rooted in consumer behaviour but is too often constructed around internal organizational constraints and objectives, according to Professor Kevin Lane Keller.
Article
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Jenni Romaniuk, Admap, October 2018
Discusses the factors to consider when creating the identity of a new brand launch.
Article
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Anna Miley, Admap, October 2018
Explores how organisations can optimise their brand architecture in a way that focuses on putting the customer first.
Article
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Admap, October 2018
A summary of new thinking and best practice on brand architecture in the digital age from Admap.
Article
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David Taylor, Admap, 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.
Opinion
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Lena Roland, October 2018
The first Admap in its new format, as an online report on WARC, is dedicated to one of the most challenging aspects of marketing management: Brand architecture.
Article
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Kevin Lane Keller, Admap, October 2018
Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.
