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Better Brand Health

Author: Jenni Romaniuk

Publisher: Oxford University Press, USA

Published: 2023-01-25

Total Pages: 0

ISBN-13: 9780190340902

The book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands. Jenni has conducted R&D into brand health tracking for the past decade, much of this is published in a disparate range of academic marketing journals, some of it is not published because it is more technical. This book brings together that R&D with Jenni and the Ehrenberg-Bass Institutes background in How Brands Grow to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and help them get the most out of the information to inform their recommendations and implications.

Building Distinctive Brand Assets

Author: Jenni Romaniuk

Publisher:

Published: 2018-03-16

Total Pages: 248

ISBN-13: 9780190311506

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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 Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

How Brands Grow

Author: Byron Sharp

Publisher: OUP Australia & New Zealand

Published: 2010-03-11

Total Pages: 246

ISBN-13: 9780195573565

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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

Building Better Brands

Author: Scott Lerman

Publisher: Simon and Schuster

Published: 2018-05-29

Total Pages: 297

ISBN-13: 1440331510

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Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding. Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand.

How Brands Grow

Author: Jenni Romaniuk

Publisher: Oxford University Press, USA

Published: 2015-10-12

Total Pages: 192

ISBN-13: 9780195596267

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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, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also 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. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

Branding Health Services

Author: Amy Ziegenfuss

Publisher: Jones & Bartlett Learning

Published: 2000

Total Pages: 268

ISBN-13: 9780834211759

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Table of Contents Contents: Introduction * From Ben Franklin to Branding: The Evolution of Marketing of Health Service Marketing * Branding and Beyond: Emotion and Reputation Management in Health Care * Consumers' Use of Brands: Implications for Health Care * The Fundamentals of Identity, Image, and Brands * The Cleveland Clinic: Protecting and Enhancing A Power Brand * Branding an Academic Medical Center: A Case History * Leveraging Scientific Discoveries to Further Brand Recognition * Protecting Brand Equities Post-Merger * Scripps' Branding Story: A Step by Step Account * The Children' s Hospital of Philadelphia: Creating Image and Identity for a Specialty Hospital * Women and Heart Disease: Building a Service Line Brand * The Evolution of a Health Care Brand * The American Cancer Society: Creating and Managing an Institutional Brand for a Voluntary Health Organization * Lessons Learned and the Future of Branding in Health Care *index.

Brand Metrics

Author: Jacek Kall

Publisher: Routledge

Published: 2021-09-08

Total Pages: 113

ISBN-13: 1000436578

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This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.

How Brands Grow 2 Revised Edition

Author: Jenni Romaniuk

Publisher:

Published: 2021-09-20

Total Pages: 256

ISBN-13: 9780190330026

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How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.

Create a Brand That Inspires

Author: F. Joseph LePla

Publisher: AuthorHouse

Published: 2012-05-04

Total Pages: 235

ISBN-13: 1467039500

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It takes strength to compete. Becoming a well-known and well-regarded brand enhances a companys strength. Internal brandingespecially in service industriesis essential for longevity, great competitive strength, and high financial value. Driven by a shared, authentic corporate culture and guided by top management, employees will build brand value in all their actions and interactions every day. Create a Brand That Inspires: How to Sell, Organize, and Sustain Internal Branding effectively addresses three core brand management challenges in readers organizations: selling the brand to senior management, organizing the brand on all management levels, and living the brand within each of the companys internal communities. The book includes sixteen international case studies complete with pictures, interviews and examples from a wide range of industries. The long-term, hands-on experience of the co-authors and their unique perspectives on how to successfully develop and manage internal branding make this study a rewarding read for executives, managers and team leaders.

The Global Brand

Author: Nigel Hollis

Publisher: St. Martin's Press

Published: 2008-09-30

Total Pages: 273

ISBN-13: 0230615414

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A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP