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

The book "Brand Health Tracking: Design and Implementation" is about brand health tracking, which is a crucial source of insights for brand performance and strategy. However, most trackers were designed before "How Brands Grow" and need to be updated to provide useful information for managers looking to grow their brands. This book combines research and expertise from Jenni and the Ehrenberg-Bass Institutes to help brand managers and researchers design an evidence-based brand health tracking research instrument.

Format: Hardback
Length: 256 pages
Publication date: 17 February 2023
Publisher: Oxford University Press Australia

Tracking brand health is a crucial aspect of marketing, providing valuable insights into brand performance and guiding brand strategy. However, many brand trackers were developed before the advent of How Brands Grow, resulting in their inability to provide meaningful insights to managers seeking to grow their brands. Jenni, a renowned expert in brand health tracking, has dedicated a decade to conducting research in this field, much of which has been published in academic marketing journals. This book combines Jenni's expertise with the knowledge and resources of the Ehrenberg-Bass Institutes to create a comprehensive guide for brand managers and researchers. It aims to help them design an evidence-based brand health tracking research instrument that can yield valuable insights and inform their recommendations and implications.

Brand health tracking is a critical component of marketing, as it provides valuable insights into brand performance and informs brand strategy. However, many brand trackers were developed before the advent of How Brands Grow, which means they are not suited to provide insights to managers seeking to grow their brands. Jenni, a renowned expert in brand health tracking, has dedicated a decade to conducting research in this field, much of which has been published in academic marketing journals. This book combines Jenni's expertise with the knowledge and resources of the Ehrenberg-Bass Institutes to create a comprehensive guide for brand managers and researchers. It aims to help them design an evidence-based brand health tracking research instrument that can yield valuable insights and inform their recommendations and implications.

Tracking brand health is a crucial aspect of marketing, providing valuable insights into brand performance and guiding brand strategy. However, many brand trackers were developed before the advent of How Brands Grow, resulting in their inability to provide meaningful insights to managers seeking to grow their brands. Jenni, a renowned expert in brand health tracking, has dedicated a decade to conducting research in this field, much of which has been published in academic marketing journals. This book combines Jenni's expertise with the knowledge and resources of the Ehrenberg-Bass Institutes to create a comprehensive guide for brand managers and researchers. It aims to help them design an evidence-based brand health tracking research instrument that can yield valuable insights and inform their recommendations and implications.

Brand health tracking is a critical component of marketing, as it provides valuable insights into brand performance and informs brand strategy. However, many brand trackers were developed before the advent of How Brands Grow, resulting in their inability to provide meaningful insights to managers seeking to grow their brands. Jenni, a renowned expert in brand health tracking, has dedicated a decade to conducting research in this field, much of which has been published in academic marketing journals. This book combines Jenni's expertise with the knowledge and resources of the Ehrenberg-Bass Institutes to create a comprehensive guide for brand managers and researchers. It aims to help them design an evidence-based brand health tracking research instrument that can yield valuable insights and inform their recommendations and implications.

Weight: 504g
Dimension: 234 x 161 x 18 (mm)
ISBN-13: 9780190340902