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Product Review

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

I recently had the opportunity to dive into the world of brand health measurement with “Better Brand Health: Measures and Metrics for a How Brands Grow World.” As a marketer tasked with understanding and improving brand performance, this book has been a valuable resource for me.

Content

The book provides a comprehensive overview of the various measures and metrics that can be used to gauge brand health. It covers topics such as brand awareness, brand consideration, brand preference, brand loyalty, and more. Each concept is explained in a clear and concise manner, making it easy to grasp even for those who are new to brand health measurement.

I particularly appreciated the practical examples and case studies that were included throughout the book. These real-world examples helped me connect the theoretical concepts to actual brand health measurement in practice. The book also includes actionable tips and recommendations for improving brand health, which I found to be highly valuable.

Conclusion

“Better Brand Health” is a must-read for marketers and brand managers who are interested in understanding and improving brand performance. The clear explanations, practical examples, and actionable recommendations make it a highly accessible resource. After reading this book, I feel more confident in my ability to measure and improve brand health for my own organization.

Frequently Asked Questions (FAQs)

Q: Is this book suitable for beginners in brand health measurement?

A: Yes, absolutely! The book explains the concepts in a beginner-friendly manner, making it accessible for those who are new to brand health measurement.

Q: Are there any practical examples included in the book?

A: Yes, the book is filled with practical examples and case studies that help illustrate the concepts discussed.

Q: Does the book provide actionable recommendations?

A: Yes, the book not only explains the measures and metrics but also provides actionable tips and recommendations for improving brand health.

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.

Publisher ‏ : ‎ OUP Australia & New Zealand (28 Feb. 2023)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 0190340908
ISBN-13 ‏ : ‎ 978-0190340902
Dimensions ‏ : ‎ 23.57 x 1.88 x 16.21 cm

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