This book is scientifically backed to boost your brand health.

Featuring insights into key metrics and quality trackers, this book is the perfect resource to help anyone in any position improve their performance evaluation. Covering everything from bigger picture strategic framework to the nitty gritty of attribute wording, this book has something for everyone regardless of experience.

Focusing on essential components of brand health tracking such as Brand Awareness and Brand Attitude, as well as newer metrics of Mental Availability, Better Brand Health combines science-based theory and professional best practice to give you the knowledge and tools needed to excel. This book consolidates research and development from the author’s own academic publishing and incorporates them into the ‘How Brands Grow’ world to help you achieve more reliable and robust KPIs.

Key features:

• Strategic grounding of all metrics discussed
• New empirical data from research and development
• Real world examples of everyday problems and the solutions to remedy them
• A sample brand health tracker, as well as a step-by-step outline of how to make your own from scratch or revise an existing tracker.

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

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.