Better Brand Health: Measures and Metrics for a How Brands Grow World

This book is for anyone who wants to get better at brand measurement and improve their brand health tracking.

This is a book about brand health concepts, measures and metrics. It will help you improve your existing brand health tracker or set up a new one. Covering everything from bigger picture strategic framework to the nitty-gritty of attribute wording, this book has something for everyone, regardless of position or experience.

You’ll gain new insights into well-known metrics such as brand awareness and brand attitude, and learn how to work with newer metrics such as Mental Availability. You will also find out when online monitoring can be useful in a brand health context and some do’s and don’ts to help you measure Physical Availability.

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eBooks:

Find out about Better Brand Health Questionnaires & Metrics: The Workshop

Download the free example CBM questionnaire template and mental advantage analysis.

CBM Questionnaire Template

Example Mental Advantage Analysis

“The publication of Better Brand Health by the distinguished academic Jenni Romaniuk offers the first proper new insight into brand tracking in a very long time. It’s a practical book – perhaps too much so for the brand archetype-loving world of modern marketing – but contained within its pages are some incredibly applied, useful and advanced lessons in how to measure your brand. I’m halfway through but I strongly recommend it.” - Mark Ritson, Marketing Week, February 2023

Building Distinctive Brand Assets

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This book is for anyone with a brand. 

It is a book about future-proofing your brand’s identity. It will help you set up a long-term strategy to build your Distinctive Assets, and give you tips on how to protect them.

You’ll learn which branding strategies work, and which don’t, so you can take advantage of opportunities and avoid minefields.  

Building Distinctive Brand Assets explores strategy, tactics and insights from a wide range of asset types including celebrities, taglines, jingles and advertising based assets.  Combining academic rigour and practical advice, this is a book you will return to again and again, as you face the ongoing challenges of today’s branding environment.

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How Brands Grow Part 2- Revised!

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Following the success of international bestseller How Brands Grow: what marketer’s don’t know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. 

How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters, new research on Physical Availability and Luxury Brands, and the addition of a new chapter “Getting down to Business-to-Business Markets”.

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Coming soon…

  • eBook (Kindle Store & VitalSource)

How Brands Grow Part 2

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A must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets.  If you’ve ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.

How Brands Grow Part 2 offers practical insights on:

  • building Mental Availability,

  • assessing the strength of your brand’s Distinctive Assets

  • building a framework to underpin your brand’s Physical Availability strategy

  • smart ways to look at word of mouth

  • the sort of advertising needed to attract new brand buyers

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