Better Brand Health

Better Brand Health Brand Measurement and Metrics for a How Brands Grow World

Hardback (17 Feb 2023)

  • $27.05
Add to basket

Includes delivery to the United States

10+ copies available online - Usually dispatched within 72 hours

Publisher's Synopsis

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.

Book information

ISBN: 9780190340902
Publisher: OUP Australia & New Zealand
Imprint: Oxford University Press
Pub date:
DEWEY: 658.827
DEWEY edition: 23
Language: English
Number of pages: 256
Weight: 496g
Height: 236mm
Width: 163mm
Spine width: 21mm