Naming & licensing brands
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Article • WARC Best Practice, May 2020
Article • WARC Best Practice, March 2020
Article • David Haigh, WARC Exclusive, January 2020
Article • Abhishek Pathak and Gemma Calvert, WARC Exclusive, August 2017
Research Paper • Abhishek Pathak, Gemma A. Calvert, and Elison A.C. Lim, Int. Journal of Market Research, Vol. 59, No. 5, 2017, pp. 567-600
Article • Jerry Clode, Research on WARC, Resonance China, August 2016
Article • Edward Bell, Admap, December 2015, pp. 50-50
Article • Byron Sharp, Admap, June 2014, pp. 13-13
Article • Nikolas Contis, Admap, January 2014, pp. 10-12
Article • Nikolas Contis, Admap, March 2013, pp. 10-12
Article • Gale Emerging Industry Overviews, 2011
Article • Paul Feldwick, Admap, November 2010, pp. 50-50
Article • Millward Brown Knowledge Points, 2009
Article • Anthony Shore, WPP Atticus Awards, Winner, 2008
Research Paper • William Li Chang and Peirchyi Lii, Journal of Advertising Research, Vol. 48, No. 4, Dec 2008, pp. 523-530
Research Paper • Yeqing Bao, Alan T. Shao, and Drew Rivers, Journal of Advertising Research, Vol. 48, No. 1, Mar 2008, pp. 148-162
Article • Jon Montgomery and Michael Lieberman, Admap, September 2006, Issue 475, pp. 53-56
Article • Lee Curtis, Admap, June 2006, Issue 473, pp. 55-57
Article • Rod Hirsch, Admap, October 2003, Issue 443, pp. 37-39
Article • Diego Scotti, ANA, June 2003, pp. 38-42
Article • Rita Clifton, Market Leader, Issue 18, Autumn 2002, pp. 10-10
Article • Charles Croft, Admap, April 2002, Issue 427
Article • SB Master, Admap, January 2002, Issue 424
Article • David Shields, Admap, March 1999
Research Paper • Sylvie Laforet and John Saunders, Journal of Advertising Research, Vol. 39, No. 1, January/February 1999
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Article • WARC Best Practice, May 2020
Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image). -
Article • WARC Best Practice, March 2020
Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right. -
Article • David Haigh, WARC Exclusive, January 2020
Three business metrics that show your brand is driving business performance. -
Article • Nikolas Contis, Admap Magazine, January 2014, pp. 10-12
This article discusses the importance of brand names in communicating the brand identity, arguing that names can be inappropriate and detract from potential success. -
Article • Nikolas Contis, Admap Magazine, March 2013, pp. 10-12
As one of the smallest, but most powerful pieces of messaging real estate, a brand name is a valuable strategic investment. -
Article • Abhishek Pathak and Gemma Calvert, WARC Exclusive, August 2017
This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.