Better Brand Health

Measures and Metrics for a How Brands Grow World

Jenni Romaniuk

Better Brand Health

Measures and Metrics for a How Brands Grow World

Jenni Romaniuk






25 Jan 2023




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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.


  1. Applying the Laws of Growth to Brand Health Tracking
  2. Brand Awareness
  3. Brand Attributes: Selection
  4. Brand Attributes: Measurement
  5. Mental Availability and Category Entry Points
  6. Mental Availability: Measurement and Metrics
  7. Brand Attributes: Analysis
  8. Brand Attitude
  9. Category Buying Behaviour
  10. Brand Buying
  11. Measuring Exposure to Marketing Activity
  12. Word-of-Mouth
  13. The Rise of the Machines?
  14. What about Physical Availability?
  15. A Final Note


Jenni Romaniuk , International Director, Ehrenberg-Bass Institute

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.