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Better Brand Health

Jenni Romaniuk
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      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 a disparate 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 Brands Grow 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 toinform their recommendations and implications.
      Format: CONTRIBUTORS: Jenni Romaniuk EAN: 9780190340902 COUNTRY: Australia PAGES: WEIGHT: 504 g HEIGHT: 234 cm
      PUBLISHED BY: Oxford University Press Australia DATE PUBLISHED: 2023-01-25 CITY: GENRE: BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Research & Development WIDTH: 161 cm SPINE:

      Book Themes:

      Business strategy, Business innovation, Research and development management, Sales and marketing management, Advertising, Brands and branding, Market research, Media, entertainment, information and communication industries

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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 onthe 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).
      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 a disparate 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 Brands Grow 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 toinform their recommendations and implications.
      Format: CONTRIBUTORS: Jenni Romaniuk EAN: 9780190340902 COUNTRY: Australia PAGES: WEIGHT: 504 g HEIGHT: 234 cm
      PUBLISHED BY: Oxford University Press Australia DATE PUBLISHED: 2023-01-25 CITY: GENRE: BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Research & Development WIDTH: 161 cm SPINE:

      Book Themes:

      Business strategy, Business innovation, Research and development management, Sales and marketing management, Advertising, Brands and branding, Market research, Media, entertainment, information and communication industries

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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 onthe 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).

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