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What we know about brand identity and image

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).

What we know about brand naming

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.

Three business metrics that show your brand is driving business performance

Article • David Haigh, WARC Exclusive, January 2020

Three business metrics that show your brand is driving business performance.

Luxury brands and linguistics: What does luxury sound like?

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’.

How the linguistic characteristics of a brand name can affect its luxury appeal

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

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Five tips to avoid brand name blunders in China

Article • Jerry Clode, Research on WARC, Resonance China, August 2016

This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.

The last word from the East: Does consistency matter?

Article • Edward Bell, Admap, December 2015, pp. 50-50

This article considers why Asian brands are generally less concerned than brands in the West with the consistency of ideas and taglines.

Point of View: The power of branding

Article • Byron Sharp, Admap, June 2014, pp. 13-13

This article discusses the importance and unimportance of logos in branding. Designers and marketers often attach meaning to logos that consumers do not: consumers rarely consider what the deeper connotations of a logo are or attach any intrinsic meaning to it.

Naming brands: The name game

Article • Nikolas Contis, Admap, 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.

Brands: What's in a name?

Article • Nikolas Contis, Admap, 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.

Mass Merchandising (Emerging Industry Overview)

Article • Gale Emerging Industry Overviews, 2011

This paper provides an overview of the mass merchandising industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

The Feldwick Factor: best practice in product naming

Article • Paul Feldwick, Admap, November 2010, pp. 50-50

This article investigates best practice for naming a product and what works best in advertising it. He argues that, while almost any name can come to mean almost anything over time, the most important function of a brand name is to differentiate that brand from its competitors and, if possible, to do so in a way that helps build a rich network of attractive and distinctive associations around the brand.

How to change a brand’s name successfully

Article • Millward Brown Knowledge Points, 2009

A brand may change its name for a number of reasons. The rebranding process will have a direct impact on the success of the name change.

Landor Perspectives 2008 - How not to name

Article • Anthony Shore, WPP Atticus Awards, Winner, 2008

Anthony Shore gives his six tips on what NOT to do when naming a company or product. These include: waiting until the last minute; be sure the new name is descriptive, begins with the letter A and has no negative connotations; develop names that have no meaning; invite the entire company to brainstorm; have a contest; and have a focus group to pick the winner.

Luck of the Draw: Creating Chinese Brand Names

Research Paper • William Li Chang and Peirchyi Lii, Journal of Advertising Research, Vol. 48, No. 4, Dec 2008, pp. 523-530

In the Asia-Pacific region, supernatural beliefs traditionally are believed to have a strong influence on product sales performance.

Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation

Research Paper • Yeqing Bao, Alan T. Shao, and Drew Rivers, Journal of Advertising Research, Vol. 48, No. 1, Mar 2008, pp. 148-162

Field research and a laboratory study were conducted to empirically examine the effects of brand relevance, connotation, and pronunciation on consumers' preferences for new brand names.

What’s in a name?

Article • Jon Montgomery and Michael Lieberman, Admap, September 2006, Issue 475, pp. 53-56

Jon Montgomery, a partner at Hudson Group New York, and Michael Lieberman, president of Multivariate Solutions, ague that quantitative evaluation is an essential component in the brand naming process.

Will Google become a victim of its own success?

Article • Lee Curtis, Admap, June 2006, Issue 473, pp. 55-57

Lee Curtis, a trademark attorney at the Leeds office of Pinsent Masons, discusses the dangers that Google, Xerox and Jacuzzi run if they fail to protect their trade marks - and the ways to prevent familiar brand names going the same way as escalator, linoleum, and, even, sandwich.

Umbrella brands and sub-brands

Article • Rod Hirsch, Admap, October 2003, Issue 443, pp. 37-39

Rod Hirsch explores how branding works in the technology market sector. With examples from Microsoft, Symantec, Apple, and, even Toyota, he analyses the branding strategies of the winning companies.

Dreamers that do - a new international marketing approach

Article • Diego Scotti, ANA, June 2003, pp. 38-42

As an organisation, American Express decided in 2003 to refocus its advertising campaign to address a more global audience.

Surviving Enron: the real value of branding

Article • Rita Clifton, Market Leader, Issue 18, Autumn 2002, pp. 10-10

Rita Clifton compares the cost of launching new corporate names and corporate identities, and the subsequent lampooning they received with the demise of Enron.

Making Licences Work: Beyond the Unique Point of Difference

Article • Charles Croft, Admap, April 2002, Issue 427

This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in mounting this type of promotion.

How Enduring is' Enduring freedom'?

Article • SB Master, Admap, January 2002, Issue 424

This article traces and examines the naming of military operations, from the 18th Century right up to the name of the U.S.

Exploiting winning partnerships for women's magazines

Article • David Shields, Admap, March 1999

Discusses the benefits of franchising or licensing media brands: i.e. offering appropriate products or services which tie in with and enhance the brand values of, say, a women's magazine.

Managing Brand Portfolios: Why Leaders Do What They Do

Research Paper • Sylvie Laforet and John Saunders, Journal of Advertising Research, Vol. 39, No. 1, January/February 1999

Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strategies they adopt, the authors set out to discover why.

What we know about brand identity and image

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).
What we know about brand naming

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.
Three business metrics that show your brand is driving business performance

Article • David Haigh, WARC Exclusive, January 2020

Three business metrics that show your brand is driving business performance.
Naming brands: The name game

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.
Brands: What's in a name?

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.
Luxury brands and linguistics: What does luxury sound like?

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’.