How Brands Grow 2 Revised Edition

Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author is Building Distinctive Brand Assets and developers of the Distinctive Assets Grid. She is a pioneer in mental availability measurements and metrics, as well as identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the Journals Senior Advisory Board.Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byrons international bestseller How Brands Grow has sold over 120,000 copies and has been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals. With Professor Jerry Wind, he hosted two conferences at the Wharton Business School on the laws of advertising, and co-edited two special issues of the Journal of Advertising Research.

• 1. How Brands Grow 2. Target the (Whole) Market 3. Where New Customers Come From 4. Building Mental Availability 5. Leveraging Distinctive Assets 6. Achieving Reach 7. Word-of-mouth Facts Worth Talking About 8. Building Physical Availability Part 1 9. Building Physical Availability Part 2 10. New Brands and Acquiring New Buyers 11. Getting Down to Business-to-Business Markets 12. And Finally, a Bit of Luxury