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How Brands Grow


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Table of Contents

Chapter 1 How Brands GrowByron Sharp and Jenni RomaniukHow to growCan you engineer your brand loyalty?The Law of Double JeopardyPenetration rules!Why does Double Jeopardy occur?How to GrowDismantling barriers to market share growthMeaningful loyalty metricsConclusionChapter 2 Target the (whole) marketByron Sharp and Jenni RomaniukAll that glitters....The Heavy buyer fallacyWhy Our light buyers really matterPareto says you can't ignore light buyersWhat about heavy category buyers?The natural monopoly lawResist the seduction of sole loyaltySophisticated mass marketingDon't shoot yourself with target marketingConclusionChapter 3 Where new customers come fromByron Sharp and Jenni RomaniukCompetitive brands have similar customer basesWhat about service categories?Loyal SwitchersUsing Predictable Customer overlapTake the McDonald's challengeInsights from PartitionsAre local brands a separate sub-market?ConclusionChapter 4 The Foundations of Mental AvailabilityJenni RomaniukThe Brand = Our memoriesWe all have similar brainsMemory affects buying, and buying affects memoryOur brain when buyingCued retrievalBuilding mental availabilityPsst...a secret about big brandsNot one 'consideration set', many context-specific evoked setsMental availability metricsBuilding fresh brand memoriesBrand positioning = your advertised messagesWhat about Country of Origin?Love, hate and the wide chasm between themConclusionChapter 5 Leveraging Distinctive AssetsJenni RomaniukMeet our OwlWhat's in a (brand) name?The many types of Distinctive assetsDistinctiveness differentiationStep 1: Choosing wiselyDistinctiveness measurement in actionStep 2: How to Execute wellDistinctive assets and mental availabilityDistinctive assets and physical availabilityDistinctive assets and the digital worldCompiling a Distinctive asset paletteConclusionChapter 6 Achieving ReachJenni RomaniukWelcome to the new media worldWhat does 'reach' really mean?But I can't plan for reach because.....No more excuses!Advertise where you sell(More) valuable audience: Non/light brand buyersChoosing media platformsMixing a media cocktailConclusionChapter 7 Word of mouth facts worth talking aboutJenni Romaniuk and Robert EastThe lure of Word of MouthShould I focus on Positive or Negative WOM?WOM = conversation (about brands)Experience with the brand mattersWord of mouth-What's normal?Positive WOM has the most impact when....WOM as a reinforcerConclusionChapter 8 The Fundamentals of Physical AvailabilityMagda Nenycz-Thiel, Jenni Romaniuk and Byron SharpWhat makes something 'easy to buy'?Presence: Is your brand where it needs to be?Grocery: Channelling ChoiceAchieving market coverageA multi-channel worldUseful laws of shopping behaviourShopping aroundDouble Jeopardy in retailer choiceThe Duplication of Shopping LawChannel management for services: Selling versus ServicingRelevance: Is your brand buyable?Prominence: Is your brand easy to spot?ConclusionChapter 9 Online it different?Magda Nenycz-Thiel and Jenni RomaniukGrowth in e-commerceAccess to a shopper world with no boundaries..?Do you need an online presence?What differences does the online channel bring?How does online impact loyalty patterns and levels?And for retailers?Shopping is quick. Online too.Key points when competing for the online shopperChapter 10 New Brands and Acquiring New BuyersJenni Romaniuk and Byron SharpA special occasion: the birth of a new brandThe 'arduous' path to first purchaseNew brands grow in the same way as existing brandsWho buys first?A two-stage launch strategyWhat about loyalty?Priority mental structures for a new brand (buyer)ConclusionChapter 11 And finally, a bit of LuxuryByron Sharp and Jenni RomaniukDoes familiarity breed contempt?If I own it does it lose its sparkle?Does 'easily available' cheapen a luxury brand?Does small mean niched?Conclusion

About the Author

Jenni Romaniuk is Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute, at the University of South Australia. Jenni's research covers Brand equity, Mental Availability, Brand Health Metrics, Advertising effectiveness, Distinctive assets, Word of mouth and the role of Loyalty and Growth. She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand's distinctive assets. She is also a pioneer in Mental Availability measurement and metrics. Jenni is Executive Editor (International) of the Journal of Advertising Research, and is on the Editorial review board for four other journals. She has published in journals such as the Journal of Business Research, Journal of Marketing Management, Marketing Theory and European Journal of Marketing. Dr Byron Sharp is Professor of Marketing Science, and the Director of the Ehrenberg-Bass Institute, at the University of South Australia. The Ehrenberg-Bass Institute's research is used and financially supported by many of the world's leading corporations, including Coca-Cola, Colgate-Palmolive, First National Bank, General Motors, Procter & Gamble, Turner Broadcasting, CBS, ESPN, and Unilever. Byron's book 'How Brands Grow' was voted marketing book of the year by AdAge readers in 2013. He has also published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted with Professor Jerry Wind two conferences at the Wharton Business School on the laws of advertising, and co-edited the 2009 and 2013 special issues of the Journal of Advertising Research on scientific laws of advertising. His university textbook 'Marketing: theory, evidence, practice' (Oxford University Press) was released in 2013.

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