Better brand health: measures and metrics for a how brands grow world
Not available
Victoria
9780190340902
Not available
Not available
includes bibliographical references
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 to inform their recommendations and implications.
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 to inform their recommendations and implications.
xiv, 229 pages
24 cm
illustrations
1.Applying the Laws of Growth to Brand Health Tracking
2.Brand Awareness
3.Brand Attributes: Selection
4.Brand Attributes: Measurement
5.Mental Availability and Category Entry Points
6.Mental Availability: Measurement and Metrics
7.Brand Attributes: Analysis
8.Brand Attitude
9.Category Buying Behaviour
10.Brand Buying
11.Measuring Exposure to Marketing Activity
12.Word-of-Mouth
13.The Rise of the Machines?
14.What about Physical Availability?
A Final Note
2.Brand Awareness
3.Brand Attributes: Selection
4.Brand Attributes: Measurement
5.Mental Availability and Category Entry Points
6.Mental Availability: Measurement and Metrics
7.Brand Attributes: Analysis
8.Brand Attitude
9.Category Buying Behaviour
10.Brand Buying
11.Measuring Exposure to Marketing Activity
12.Word-of-Mouth
13.The Rise of the Machines?
14.What about Physical Availability?
A Final Note
| Access no. | Call number | Location | Status |
|---|---|---|---|
| 00892/24 | 658.827 Rom B | Library - 5th Floor | 1smt | Available |
| 01183/24 | 658.827 Rom B | Library - 7th Floor | Available |