# How Brands Grow: Part 2

- Link: https://fundraising.co.uk/books/how-brands-grow-part-2/
- Published: 2021-12-27T08:38:00+00:00
- Author: Howard Lake

**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](https://fundraising.co.uk/books/how-brands-grow-what-marketers-dont-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](https://fundraising.co.uk/books/how-brands-grow-what-marketers-dont-know/),
   the original edition (2010)**