1.Applying the Laws of Growth to Brand Health Tracking2.Brand Awareness3.Brand Attributes: Selection4.Brand Attributes: Measurement5.Mental Availability and Category Entry Points6.Mental Availability: Measurement and Metrics7.Brand Attributes: Analysis8.Brand Attitude9.Category Buying Behaviour10.Brand Buying11.Measuring Exposure to Marketing Activity12.Word-of-Mouth13.The Rise of the Machines?14.What about Physical Availability?15.A Final Note
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.
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