Understanding How Brands Grow

Distinguished researchers. World-class research. Landmark discoveries in marketing science.

The Ehrenberg-Bass Institute for Marketing Science is the University of South Australia Business School's flagship research institute. For decades the Institute has been making important discoveries about how brands grow and how buyers behave. With a team of over 50 marketing scientists, the Institute works globally to dispel common marketing myths and teach marketers to embrace the principles of evidence-based marketing.

Led by Professor Byron Sharp (author of international bestseller How Brands Grow: what marketers don't know),the Ehrenberg-Bass Institute is the world's largest institute for research into marketing. From research on advertising, branding (and brand equity), and new and traditional media, to buyer behaviour and loyalty, the Institute uses its state-of-the-art research to teach marketers how to successfully grow their brands.

The Institute is considered an authority in marketing by many of the world's biggest brands. Its fundamental program of research and development into marketing (the Corporate Sponsorship Program) is supported by over 60 global brands including Coca-Cola, Facebook, Unilever, AirBnB, CBS, Mars and many others.

Our researchers
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Professor Byron Sharp

Director of the Ehrenberg-Bass Institute, Professor Byron Sharp is recognised internationally as authority on marketing. His first book How Brands Grow: what marketers don't know is an international bestseller and has been called one of the most influential marketing books of the past decade (Warc, 2015).


Associate Professor Anne Sharp

People make sustainable decisions and purchases when they can see the value in doing so. Associate Professor Sharp helps companies and organisations understand human motivation and behaviour so they can use the knowledge to develop and market better products, ideas, campaigns and engagement strategies.


Enterprising research

The perfect ad

The latest research in advertising is testing if biometrics and neuroscience can improve advertising effectiveness. Is this the next big investment for businesses? Or is the perfect ad really just an impossible quest?

Grow brand grow

Conventional marketing wisdom has been misleading marketers for decades. Here, we take you on a journey to smarter, evidence-based marketing that will help you understand the principles underpinning your brand’s growth.

Talking wine the Chinese way

For the Australian wine industry, the Chinese market opens doors for significant growth but poses cultural barriers. Enter the Chinese Wine Lexicon, set to help decode the Chinese wine market and build growth.

Mars: The art and science of creativity

Global Chief Marketing Officer, Bruce McColl, shares key components behind the successful embedding of marketing science into business practice at Mars.

Contact Us

Ehrenberg-Bass Institute for Marketing Science
City West Campus, Level 4, Yungondi Building, 70 North Terrace, Adelaide, SA 5000

+61 8 8302 0111      1800 801 857      +61 8 8302 0123      info@marketingscience.info

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