How Brands Grow: Part 2
The follow-up to the international bestseller How Brands Grow — taking the evidence-based approach further into new territories, and updated with a new chapter on B2B markets.
This revised edition includes coverage of Emerging Markets, Services, Durables, B2B and Luxury Brands.
Following the success of How Brands Grow: What Marketers Don’t Know, this revised edition guides readers to smarter, evidence-based marketing.
Written by Jenni Romaniuk and Byron Sharp of the Ehrenberg-Bass Institute, it focuses on the fundamentals of buying behaviour and brand performance — fundamentals that provide a consistent roadmap for growth and improved marketing productivity.
The book delivers practical insights into how to build Mental Availability, metrics to assess the strength of a brand’s Distinctive Assets, and a framework to underpin Physical Availability strategy. It also explores smart approaches to word of mouth and the kind of advertising that attracts new buyers. This revised edition includes updates to all chapters and a new chapter, ‘Getting Down to Business-to-Business Markets’.
The book is particularly valuable for those working in emerging markets, services, durables and luxury categories, with evidence that challenges conventional wisdom in each of these areas. For charity fundraisers, the frameworks for building mental and physical availability translate directly into how charities can make themselves easier to think of and easier to give to.
About Jenni Romaniuk and Byron Sharp
Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. She is the author of Building Distinctive Brand Assets and the developer of the Distinctive Asset Grid. A pioneer in mental availability measurement and metrics, she is a past executive editor of the Journal of Advertising Research.
Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. His international bestseller How Brands Grow has sold over 120,000 copies and been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals.
- Read How Brands Grow, the original edition (2010)
