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.
Transforming change in the Chinese wine industry
Learn how the Ehrenberg-Bass Institute for Marketing Science utilises its research to make transformational changes to the wine industry in China.
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).
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.
Professor Byron Sharp
Associate Professor Anne Sharp
Learn from the people who
advise the world's biggest brands
"If you don't understand evidence-based marketing principles, then you are probably spending a lot of money on brand activities that don't work. The Ehrenberg-Bass Institute teaches marketers to make smart decisions."
Bruce McColl, Mars Global Chief Marketing Officer
"The Ehrenberg-Bass Institute has helped us to understand the principles underpinning brand growth."
Malcolm D'Sa, Diageo Next Generation Marketing Implementation Director
"At first the discoveries were controversial, but we've now seen them in our data, too."
Annabel Hamilton, People's Choice Credit Union General Manager, Marketing and Product Management
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?
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.
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.
Global Chief Marketing Officer, Bruce McColl, shares key components behind the successful embedding of marketing science into business practice at Mars.