Table of Contents

Applying the Laws of Growth to Brand Health TrackingBrand AwarenessBrand Attributes: SelectionBrand Attributes: MeasurementMental Availability and Category Entry PointsMental Availability: Measurement and MetricsBrand Attributes: AnalysisBrand AttitudeCategory Buying BehaviourBrand BuyingMeasuring Exposure to Marketing ActivityWord-of-MouthThe Rise of the Machines?What about Physical Availability?A Final Note

About the Author

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia. She is the author of Building Distinctive Brand Assets (Oxford University Press, 2018) and How Brands Grow Part 2 (Oxford University Press, 2016). Jenni is a pioneer in Mental Availability measures and metrics, as well as the identification and use of Category Entry Points. She advises companies all over the world on best practice, long-term brand management and using evidence-based knowledge. Jenni is a past executive editor of the Journal of Advertising Research and now sits on the journal's Senior Advisory Board.