Better Brand Health
Better Brand Health
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ISBN: |
9780190340902 |
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Binding: |
Hardback |
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Published: |
25 Jan 2023 |
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Availability: |
999
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Series: |
$45.95 AUD
$52.99 NZD
Add To CartOther options: Ebook $41.95 AUD $47.99 NZD
Request an inspection copyDescription
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.
Contents
1.Applying the Laws of Growth to Brand Health Tracking
2.Brand Awareness
3.Brand Attributes: Selection
4.Brand Attributes: Measurement
5.Mental Availability and Category Entry Points
6.Mental Availability: Measurement and Metrics
7.Brand Attributes: Analysis
8.Brand Attitude
9.Category Buying Behaviour
10.Brand Buying
11.Measuring Exposure to Marketing Activity
12.Word-of-Mouth
13.The Rise of the Machines?
14.What about Physical Availability?
15.A Final Note
Authors
Jenni Romaniuk , International Director, Ehrenberg-Bass Institute
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.
