A brand extension uses the brand on a new market offering that's in a different product category. To illustrate: Ivory was initially introduced to the market as a brand of soap known for the benefits ...

An effective brand strategy creates clarity and unity within an organization, guiding internal perspectives that ultimately radiate outward.

A launch campaign needs to quickly generate mass awareness to drive consideration and, ultimately, trial. Influencer-led brands have a built-in audience and established owned-media channels, with ...

suggesting how a firm that has established equity in a brand can leverage that equity through branding strategies such as brand and line extensions, co-branding, and licensing. Just in case you missed ...

DAMAC's Amira Sajwani and Chelsea FC's Todd Kline speak to Campaign ME about the brand strategy behind the first-of-its-kind ...

Tighter regulation around alcohol labelling would negatively impact alcoholic brands and their 0% abv products, according to ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...