Our three previous articles in this series covered the following rebranding case studies: - Bell Atlantic and GTE becoming Verizon,...

In one of our previous posts, we wrote about the four things that are generally believed to help build a strong...

In January 2018, we wrote the first version of this post, analysing the positioning of the most valuable brands in...

In line with our annual tradition, we have prepared another brand quiz for you. Our four previous quizzes can be...

In one of our previous posts, we wrote about the most important KPIs measuring brand health. Today we’ll take a look...

We have previously written about the positioning of the most valuable brands in categories such as beer, media, B2B, payment...

“Differentiate or die”, the term coined by Jack Trout, has for years been the mantra of marketing experts, who believe...

If you have something interesting to say about your brand, it does not really matter what brand strategy template you...

In one of our previous posts we analysed four types of brand research study which have proved to be most effective...

It is becoming more complicated to define what constitutes a media brand. Most companies have become content publishers and to...

This is our second post in a series discussing the most remarkable brand launches of the last three decades and...

In the last few years, we have written a series of articles analysing the most instructive rebranding case studies, including...

In one of our previous articles, we explained how challenger brands, by being daring, cheeky and rebellious, attempt to stand...

It has become our annual tradition that in May we post a new brand quiz. Our three previous quizzes can be...

In one of our previous posts, we analysed several examples of well-known brands arranged into three groups, based on where...

In our previous posts from this series, we analysed the positioning of Nike, Lego, Jack Daniel’s (part 1), Guinness, Red Bull...

It has become our tradition to publish a summary of the past year in December, focusing on the aspects that...

Last year we wrote our most shared article so far, “Brand differentiation vs. brand distinctiveness – what matters more?”, in...

No other category has mastered the art and science of brand strategy like alcohol brands. Their understanding of consumers’ needs...

In this series of articles, we analyse how some big brands have dealt with serious crisis situations. By serious crisis...

This post is the first in a series, in which we are going to analyse the most remarkable brand launches...

In our previous post from this series, we analysed the positioning of Nike, Lego and Jack Daniel’s. Today, we are...

It has become our annual tradition that in May we post a new brand quiz. Our two previous quizzes can...

We first published this post in January 2018 and since then it has become one of the most popular articles...

Last year we wrote a post that analysed how Gillette, Axe / Lynx and Old Spice approach the topic of...

Some brand experts believe in it wholeheartedly, some think it’s another marketing fad, but one thing is certain – purpose-driven...

Once again, it’s the time of the year when we publish our annual summary, covering what people enjoyed reading on...

If it were not for the academics representing The Ehrenberg-Bass Institute for Marketing Science, (mainly Byron Sharp, Jenni Romaniuk and...

If you ask two or more brand experts what, according to them, constitutes an iconic brand and how various products...

We have recently read an interesting Retail Dive piece on labels introduced by well-known retailers that have become more commercially...

This is our fifth piece in a series of posts focusing on global brands which have changed their brand strategy...

Unless you work for a brand-centric organization, you may still not appreciate the impact certain brand-related decisions might have on...

Last year we published our first brand strategy quiz. Encouraged by its popularity, we are posting a new one this...

Gender fluidity is slowly but surely becoming part of the mainstream media agenda and as a result, brands are increasingly...

Anyone who has ever had to come up with a name for a new product or a new company, knows...

Our blog is almost solely about brand strategy. Even when we write about execution, we always attempt to understand the...

In March 2017, we wrote the original post about the three most valuable luxury fashion brands. At that time, the...

December is the time of the year when most blogs and magazines publish their annual summaries, top 10s and various...

People form opinions about consumer brands based on their interactions with its products, on communication, the brand’s visual identity and...

We have already covered a good deal on the topic of rebranding – from the main points to consider when rebranding...

Even the most seasoned marketers sometimes get brand terminology wrong. On the one hand, some terms are incorrectly used interchangeably...

There are a number of research studies that prove that in many categories, price perception plays an equally significant role...

A few months ago, we wrote a post about the most important metrics and KPIs measuring brand performance, which was...

In our two previous posts about the most instructive rebrandings of all time, we wrote about how Norwich Union and...

This is our fourth piece in a series of posts focusing on global brands which have changed their brand strategy...

Today, instead of a regular blog post we are launching our first brand quiz. If you’ve been reading our articles...

When two companies are going through a merger or an acquisition (M&A), the branding strategy is often the last thing...

In the previous posts from this series, we wrote about how and why such brands as Johnnie Walker, Coca-Cola, Reebok...

It’s hard to find a big, global brand which hasn’t been through a reputation crisis. Having analysed more than 200...

For decades, brands, in their pursuit to increase awareness, have sought to enrich their image with new associations or simply...

Previously we wrote about the positioning of the three most valuable media brands and the three most valuable luxury fashion...

Let’s assume that you are in charge of a mainstream brand and that, according to research, respondents think it is...

Nobody wants to be perceived as a lousy strategist. Even if someone’s job has both strategic and operational elements, for...

There are several companies producing annual rankings of the world’s most valuable brands. However, only three currently matter: “Best Global...

Both in this and the previous post, we have summed up our key lessons and insights related to how people...

It’s been almost five months since we launched a full version of BrandStruck, and more than a year since we...

In the previous post, we discussed why Apple, Coca-Cola and Heineken have changed their marketing strategies and moved from brand-driven...

A topic of frequent debate among marketers is whether a company’s communications should focus on their brand or their product....

In the previous post from this series, we wrote about recent changes in the brand strategy of three global brands....

In the previous post we wrote about two famous rebrandings: how Abbey National, Bradford & Bingley and Alliance & Leicester...

Rebranding should never be a decision taken lightly. It costs money, is time-consuming, requires years before any benefits can be...

Over the years, having worked with hundreds of brands representing various categories, we have come to the conclusion that the...

In our last post we wrote about the three biggest trends in brand strategy. Today we want to take a...

At BrandStruck, we’ve analysed over 100 brand strategies, to find out how brand essence, values and character are built up...

At BrandStruck, we have a database of more than 100 brand strategy analyses (and growing every week). For each of...

A few weeks ago, we wrote a post about the differences in how companies want to be perceived as consumer...

As innovation continues to drive business growth, it has become more and more common for brands to include technology as...

When a famous company rebrands, almost everyone has an opinion on whether it was a good or bad idea and...

We previously wrote about brand architecture, talking about the differences between branded house and house of brands, and sub-brands and...

Last week, we started a new series of BrandStruck blog posts, taking a look at some of the most fascinating...

Most big names in the business world have direct rivals, who offer similar products in entirely different ways. They usually...

Over time, every company will change its branding strategy with the aim of keeping communication fresh, enticing new markets and...

Can you tell what brands such as Apple, Coca-Cola, Samsung or McDonald’s stand for today as opposed to what they...

Rebranding is always a hot topic for marketing journalists and bloggers and a hot potato for communications teams. It rarely...

The relationship between the corporate brand, consumer brands, sub-brands, products, product variants and acquired businesses in a company’s portfolio is...

Brand architecture describes the role of the corporate brand in marketing products and services, as well as the relation between...

Mark Ritson, in his brilliant video, called brand purpose "a trendy distraction" and spectacularly sent it to the marketing hell....

There comes a time in every company’s life - big or small, when it will consider a rebrand. The rebrand...

We’ve now analysed nine out of the twelve brand archetypes, explaining what they are, how they are applied by famous...

Brand archetypes’ typology is one of the most common brand classifications. It divides brands into 12 understandable and relatable categories,...

Almost every consistent brand can be linked to one or two archetypes -  a brand typology rooted in the psychological...

For a brand to be successful, a strong identity is key. In order to build it effectively, it needs to...

It’s not easy to come up with the perfect strategy to build the perfect brand and all too often, people...

Distinctiveness of brand strategy is thought to be a key success factor of any brand, as it is believed to...

Every company has to change its branding strategy from time to time. It’s the key to keeping communication fresh, while...

There comes a time, when the brand you are responsible for, needs some kind of a revamp - repositioning, refresh...