How Brands Grow Part 2 by Jenni Romaniuk, Hardcover, 9780195596267 | Buy online at The Nile
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How Brands Grow Part 2

Emerging Markets, Services, Luxury Brands and Durables

Author: Jenni Romaniuk and Byron Sharp  

How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This book is for readers of the first 'How Brands Grow' who want to learn more about the key concepts and their application. Included in Part 2 is an expansion on key areas such as Mental Availability, Physical availability, and how to leverage Distinctive Assets. Second, this book is for marketers operating in areas such as e-commerce, emerging markets, services, and luxury markets. We have expanded the range of examples to cover these categories and countries. This includes examples from financial services, telecommunications, fast food, supermarket and fashionretailers, phone handsets and cars throughout the book.

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Summary

How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This book is for readers of the first 'How Brands Grow' who want to learn more about the key concepts and their application. Included in Part 2 is an expansion on key areas such as Mental Availability, Physical availability, and how to leverage Distinctive Assets. Second, this book is for marketers operating in areas such as e-commerce, emerging markets, services, and luxury markets. We have expanded the range of examples to cover these categories and countries. This includes examples from financial services, telecommunications, fast food, supermarket and fashionretailers, phone handsets and cars throughout the book.

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Description

Growth to survive is a marketing mantra.  Following the success of international bestseller, How Brands Grow: What Marketer’s Don’t Know, comes a new book that takes readers further on a journey to smarter, evidence-based marketing.  This book is about fundamentals of buying behaviour and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand’s Distinctive Assets and a framework to underpin your brand’s Physical Availability strategy.  Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.  How Brands Grow Part 2 is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.If you read and loved How Brands Grow - its time to move to the next level of marketing. And if you haven’t… get ready - This book will change the way you think about marketing forever. 

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About the Author

Jenni Romaniuk is Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute, at the University of South Australia. Jenni's research covers Brand equity, Mental Availability, Brand Health Metrics, Advertising effectiveness, Distinctive assets, Word of mouth and the role of Loyalty and Growth. She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand's distinctive assets. She is also a pioneer in Mental Availability measurement and metrics. Jenni is Executive Editor (International) of the Journal of Advertising Research, and is on the Editorial review board for four other journals. She has published in journals such as the Journal of Business Research, Journal of Marketing Management, Marketing Theory and European Journal of Marketing. Dr Byron Sharp is Professor of Marketing Science, and the Director of the Ehrenberg-Bass Institute, at the University of South Australia. The Ehrenberg-Bass Institute's research is used and financially supported by many of the world's leading corporations, including Coca-Cola, Colgate-Palmolive, First National Bank, General Motors, Procter & Gamble, Turner Broadcasting, CBS, ESPN, and Unilever. Byron's book 'How Brands Grow' was voted marketing book of the year by AdAge readers in 2013. He has also published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted with Professor Jerry Wind two conferences at the Wharton Business School on the laws of advertising, and co-edited the 2009 and 2013 special issues of the Journal of Advertising Research on scientific laws of advertising. His university textbook 'Marketing: theory, evidence, practice' (Oxford University Press) was released in 2013.

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More on this Book

Following the success of international bestseller How Brands Grow: what marketer's don't know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow - it's time to move to the next level of marketing. And if you haven't...get ready - This book will change the way you think about marketing forever.

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Product Details

Publisher
Oxford University Press ANZ
Published
12th October 2015
Pages
192
ISBN
9780195596267

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