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Better Brand Health: Measures and Metrics for a How Brands Grow World by Jenni Romaniuk (International Director, International Director, Ehrenberg-Bass Institute) at Abbey's Bookshop,
Better Brand Health: Measures and Metrics for a How Brands Grow World
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Jenni Romaniuk (International Director, International Director, Ehrenberg-Bass Institute)

Better Brand Health

Measures and Metrics for a How Brands Grow World

Jenni Romaniuk (International Director, International Director, Ehrenberg-Bass Institute)

$45.95

Hardback

Not in-store but you can order this
How long will it take?
English
OUP Australia and New Zealand
25 January 2023
Research & development management; Sales & marketing management; Sales & marketing; Advertising; Market research
The book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in.

But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands.

Jenni has conducted R&D into brand health tracking for the past decade, much of this is published in a disparate range of academic marketing journals, some of it is not published because it is more technical.

This book brings together that R&D with Jenni and the Ehrenberg-Bass Institutes background in How Brands Grow to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and help them get the most out of the information to inform their recommendations and implications.
By:  
Imprint:   OUP Australia and New Zealand
Country of Publication:   Australia
Dimensions:   Height: 234mm,  Width: 161mm,  Spine: 18mm
Weight:   1g
ISBN:   9780190340902
ISBN 10:   0190340908
Pages:   256
Publication Date:  
Audience:   Professional and scholarly ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg–Bass Institute at the University of South Australia. She is the author of Building Distinctive Brand Assets (Oxford University Press, 2018) and How Brands Grow Part 2 (Oxford University Press, 2016). Jenni is a pioneer in Mental Availability measures and metrics, as well as the identification and use of Category Entry Points. She advises companies all over the world on best practice, long-term brand management and using evidence-based knowledge. Jenni is a past executive editor of the Journal of Advertising Research and now sits on the journal’s Senior Advisory Board.

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