Better Brand Health: Measures and Metrics for a How Brands Grow World
Jenni Romaniuk
Jun 2023 · Gildan Media · Narrated by Cat Gould
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8 hr 4 min
Unabridged
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About this audiobook
Jenni Romaniuk's latest 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, and some of it is not published because it is more technical. Better Brand Health brings together that R&D with Jenni and the Ehrenberg-Bass Institute's background to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and 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, and some of it is not published because it is more technical. Better Brand Health brings together that R&D with Jenni and the Ehrenberg-Bass Institute's background to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and get the most out of the information to inform their recommendations and implications.
About the author
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. Jenni is also on the Senior Advisory Board for the International Journal of Market Research and Journal of Advertising Research.
Cat Gould grew up in Sydney, Australia, and after extensive travel moved to the United States in 1990. A classically trained actress with a BFA from Southern Oregon University, she has performed in many regional productions.
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