Better brand health

• Verfasst von: Romaniuk, Jenni [VerfasserIn]
• Titel: Better brand health
• Titelzusatz: measures and metrics for a how brands grow world
• Mitwirkende: Gould, Cat [ErzählerIn]
• Verf.angabe: Jenni Romaniuk
• Ausgabe: [First edition].
• Verlagsort: [Place of publication not identified]
• Verlag: Ascent Audio
• Jahr: 2023
• Umfang: 1 online resource (1 audio file (8 hr., 4 min.))
• Fussnoten: Online resource; title from title details screen (O'Reilly, viewed May 23, 2023)
• ISBN: 978-1-6637-2815-9
• ISBN: 1-6637-2815-1
• Datenträger: Online-Ressource
• Sprache: eng
• Sach-SW: Audiobooks
• K10plus-PPN: 1846838363
• K10plus-PPN:
  Universitätsbibliothek
• Lokale URL UB: Zum Volltext
• Lokale URL UB: Bibliothek der Medizinischen Fakultät Mannheim der Universität Heidelberg
• Bibliothek/Idn: UW / m4326708328
• Lokale URL Inst.: Zum Volltext

Abstract

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.