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.
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