Better Brand Health by Jenni Romaniuk
This book is scientifically backed to boost your brand health.Featuring insights into key metrics and quality trackers, this book is the perfect resource to help anyone in any position improve their performance evaluation. Covering everything from bigger picture strategic framework to the nitty gritty of attribute wording, this book has something for everyone regardless of experience.Focusing on essential components of brand health tracking such as Brand Awareness and Brand Attitude, as well as newer metrics of Mental Availability, Better Brand Health combines science-based theory and professional best practice to give you the knowledge and tools needed to excel. This book consolidates research and development from the author's own academic publishing and incorporates them into the 'How Brands Grow' world to help you achieve more reliable and robust KPIs.
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).
| SKU | Unavailable |
| ISBN 13 | 9780190340902 |
| ISBN 10 | 0190340908 |
| Title | Better Brand Health |
| Author | Jenni Romaniuk |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Oxford University Press Australia |
| Year published | 2023-01-25 |
| Number of pages | 256 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |