Better Brand Health

Professor Jenni Romaniuk is a research professor and International Director at the Ehrenberg-Bass Institute. She has published many academic articles on brand health measurement over the past two decades, and has extensive interaction with industry so knows what challenges they face and what questions they have. This includes practical experience running brand health trackers (questionnaire design, analysis, reporting and presentation to clients). Jenni is also on the Senior Advisory Board for two journals that are closely linked to practice the International Journal of Market Research (UK) and Journal of Advertising Research (USA).

• 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