How Brands Grow Part 2
Emerging Markets, Services, Durables, New and Luxury Brands (Hardcover) 2015
Author
How Brands Grow Part 2
Emerging Markets, Services, Durables, New and Luxury Brands (Hardcover) 2015
£29.34
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- Gain insights into how brands grow andf make better marketing strategies and decisions.
- Learn the importance of mental and physical availability, resulting in increased customer penetration and market share..
- More accurate measurement of brand performance and consumer perceptions.
- Create distinctive brand assets, enhancing brand recognition and loyalty among consumers.
“How Brands Grow” is a revolutionary marketing book that transforms the way marketers think about brand growth. Jenni Romaniuk, a renowned marketing scientist, presents a compelling case for evidence-based marketing strategies that lead to sustainable brand growth.
This book examines the fundamental laws of marketing and brand growth, backed by extensive research and real-world data.
Romaniuk challenges long-held marketing beliefs and offers a fresh perspective on how brands truly grow in various markets and categories.
Readers will learn:
• Why mental and physical availability are the key drivers of brand growth
• How to create and leverage distinctive brand assets
• The importance of reaching all category buyers, not just loyal customers
• Strategies for effective advertising and brand building
• Why consistency is crucial in marketing communications
The book provides practical guidance on implementing these principles, with numerous examples from diverse industries. Romaniuk’s clear writing style makes complex concepts accessible to marketers at all levels of experience.
“How Brands Grow” is an essential resource for anyone involved in building and growing brands. It offers a paradigm shift in marketing thinking, providing readers with the tools and knowledge to create more effective marketing strategies and achieve lasting brand success
Year Published
Publisher
Pages
Weight
Language
ISBN 10
ISBN 13
The book: "How Brands Grow Part 2 " Is perfect for:
• Marketing professionals seeking evidence-based strategies
• Brand managers looking to drive sustainable growth
• Business owners wanting to understand modern marketing principles
• Students and academics in marketing and business fields
• Anyone interested in the science behind successful branding
Meet the author
Author biography
Jenni Romaniuk is a Research Professor and Associate Director (International) at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia. She is a leading expert in brand equity, mental availability, brand health metrics, and advertising effectiveness. Romaniuk has developed the only academically peer-reviewed and published metrics for Distinctive Assets and Mental Availability. She is the author of several influential books, including “Building Distinctive Brand Assets,” “How Brands Grow Part 2,” and “Better Brand Health: Measures and Metrics in a How Brands Grow World.
“Romaniuk’s research spans various domains, from packaged goods to services, B2C to B2B, and charities to luxury products. She regularly speaks at international conferences and sits on advisory boards for academic journals such as the Journal of Advertising Research and the International Journal of Market Research. Her work has been published in prestigious journals like Marketing Letters, Journal of Business Research, and European Journal of Marketing.
With over two decades of experience at the Ehrenberg-Bass Institute, Romaniuk has advised many of the world’s biggest brands on marketing strategy and effectiveness. She is known for her engaging and entertaining keynote presentations, delivering insights from her research to industry professionals globally. Despite her love for singing, Romaniuk admits to being a poor choice for karaoke nights.
