How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands
Following the success of international bestseller How Brands Grow: What Marketer’s Don’t Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing.
How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.
Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand’s Distinctive Assets and a framework to underpin your brand’s Physical Availability strategy. Learn practical insights such as smart how you can look at word of mouth and such a advertising needed to attract new brand buyers.
This book is also a should read for marketers working in emerging markets, services and products, durables and luxury categories, with evidence so they can challenge conventional wisdom about growing brands in these markets. If you’ve ever wondered if word of mouth has more affect in China, if luxury brands break all of the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.
If you read and loved How Brands Grow, it is time to move to the next level of marketing. And if you haven’t, get ready — this book will change the way you consider marketing eternally.
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