Better Brand Health
Measures and Metrics for a How Brands Grow World
$51.34
- Hardcover
256 pages
- Release Date
24 January 2023
Summary
Brand health tracking is a significant and costly aspect of marketing, providing crucial insights into brand performance and informing brand strategy. However, many existing trackers were designed before the principles of “How Brands Grow” were established, making them ill-suited to provide the guidance managers need for brand growth.
Jenni has dedicated the past decade to research and development in brand health tracking. Much of this work has been published in various academic marke…
Book Details
| ISBN-13: | 9780190340902 |
|---|---|
| ISBN-10: | 0190340908 |
| Author: | Jenni Romaniuk |
| Publisher: | Oxford University Press Australia |
| Imprint: | OUP Australia and New Zealand |
| Format: | Hardcover |
| Number of Pages: | 256 |
| Release Date: | 24 January 2023 |
| Weight: | 504g |
| Dimensions: | 234mm x 161mm x 18mm |
About The Author
Jenni Romaniuk
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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