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Format: Inbunden (Hardback)
Språk: Engelska
Antal sidor: 256
Utgivningsdatum: 2023-02-17
Förlag: OUP Australia & New Zealand
Dimensioner: 236 x 162 x 19 mm
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Antal komponenter: 1
ISBN: 9780190340902

Better Brand Health

Measures and Metrics for a How Brands Grow World

av Jenni Romaniuk

Inbunden, Engelska, 2023-02-17

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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.

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How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters...

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Professor Jenni Romaniuk is a research professor and International Director at the Ehrenberg-Bass Institute. She has published many academic articles on brand health measurement over the past two decades, and has extensive interaction with industry so knows what challenges they face and what questions they have. This includes practical experience running brand health trackers (questionnaire design, analysis, reporting and presentation to clients). Jenni is also on the Senior Advisory Board for two journals that are closely linked to practice the International Journal of Market Research (UK) and Journal of Advertising Research (USA).

Applying the Laws of Growth to Brand Health TrackingBrand AwarenessBrand Attributes: SelectionBrand Attributes: MeasurementMental Availability and Category Entry PointsMental Availability: Measurement and MetricsBrand Attributes: AnalysisBrand AttitudeCategory Buying BehaviourBrand BuyingMeasuring Exposure to Marketing ActivityWord-of-MouthThe Rise of the Machines?What about Physical Availability?A Final Note