Dr Ella Ward

Senior Marketing Scientist

Academic Publications

E Ward, J Romaniuk, G Trinh, J Dawes, V Beal (2023), How to signal product variety on pack: an investigation of color and image cues, International Journal of Market Research, 14707853231201852

E Ward, S Yang, J Romaniuk, V Beal (2020), Building a unique brand identity: Measuring the relative ownership potential of brand identity element types, Journal of Brand Management 27, 393-407

Ward, E., et al. (2016), ‘Mapping the structure of brand identity element links in consumer memory’, EMAC, Oslo, Norway.

Ward, E., et al. (2015), ‘Evaluating the competitive intensity of brand identity element types.’, ANZMAC, Sydney, Australia.

Ward, E., et al. (2012), 'Does the move to self-serve checkouts mean the end of impulse buying? What should retails and manufactures do?', ANZMAC. Adelaide.

Romaniuk, R. and Ward, E., (forthcoming) ‘Core Metrics – Uniqueness’ in *Building Distinctive Brand Assets.*Ed. J. Romaniuk. Oxford University Press: South Melbourne.

Profile

Ella’s primary field of research is Distinctive Assets and brand identity. Ella specialises in portfolio branding, and understanding the important balance between brand, category and variant cues in packaging and product design. Leading the Institute R&D in this space, Ella developed the Portfolio Cohesion metric. Our Cohesion Analysis quantifies the visual cohesion of a brand’s portfolio and provides diagnostic recommendations to strengthen master brand identity and support successful line extensions.

Ella also has extensive practical experience in Distinctive Asset measurement. She has been involved in many global projects covering a wide range of categories.

Ella was awarded the Ehrenberg Scholarship in 2010.