Better Brand Health by Jenni Romaniuk, Hardcover, 9780190340902 | Buy online at The Nile
Departments
 Free Returns*

Better Brand Health

Measures and Metrics for a How Brands Grow World

Author: Jenni Romaniuk  

Better Brand Health
Hardcover
ISBN / EAN: 9780190340902
This textbook is prescribed for the following courses:
Use our Textbook Finder to find the rest of your Textbooks!
New
$55.60
Or pay later with
Free 30 day returns       Secure transaction
Check delivery options
Hardcover

PRODUCT INFORMATION

Summary

Brand health measurement is one of the most common and expensive pieces of research companies conduct. All industries and sectors measure the health of their brand to some extent, which means knowing how to do this well is crucial knowledge.

Read more

Description

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 adisparate 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 BrandsGrow 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.

Read more

About the Author

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.

Read more

More on this Book

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 discussedNew empirical data from research and developmentReal world examples of everyday problems and the solutions to remedy themA 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.

Read more

Product Details

Publisher
Oxford University Press Australia | OUP Australia and New Zealand
Published
25th January 2023
Pages
256
ISBN
9780190340902

Returns

This item is eligible for free returns within 30 days of delivery. See our returns policy for further details.

New
$55.60
Or pay later with
Free 30 day returns       Secure transaction
Check delivery options
ISBN / EAN: 9780190340902
This textbook is prescribed for the following courses:
Use our Textbook Finder to find the rest of your Textbooks!
Browse by category
YOUR PAYMENT IS SECURE

We use 100% PCI DSS compliant payment services. That means your payment information is always protected, and never gets seen by anyone.
30-DAY FREE RETURN POLICY

Return nearly all items within 30 days of delivery. Unused or faulty items are acceptable as free returns. *Exceptions apply, see our returns policy.

The Nile
Follow Us
Help & Support
Contact Us

Copyright © 2025 The Nile Group.

Zip

 AfterPay

PayPal

Credit Card
Buy Baby at The Nile
 
 
 
Buy Toys at The Nile
Buy Books at The Nile
Buy Movies & TV at The Nile
Our Top Brands