Mythic Entertainment has published an article that goes into details about Keep Claiming in WAR.
In WAR, guilds play an integral part in claiming keeps for their side. Not only can you fight together with your banner held high, but those banners can be used to benefit everyone in the area in keep defense once you’ve claimed the keep as your own. Not only that, but your guild will gain certain benefits and advantages just for owning a keep. Imagine your colors flying high for the masses to see. Stir passion in your allies and instill fear into the hearts of your enemies as they come to recognize your colors!
Check out the full article here.