How Brands Grow: Including Emerging Markets, Services and Durables, New Brands and Luxury Brands ハードカバー – 2015/11/19
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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 ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.
This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all 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's time to move to the next level of marketing. And if you haven't...get ready - This book will change the way you think about marketing forever.
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 ofBusiness 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.
Most important, the chapters reveal the flaws many of the enthusiastic theories of brand growth. Marketing is far too often caught up in a fad - like brand love or consumer engagement. And while marketers get promoted for telling their superiors they've embraced the fads, the companies they work for suffer damage.
The reader should also be ready. My experience had already shown me common sense support for what the book reveals. But for others, perhaps more steeped in the fads, the book may be challenging and irritating. I have friends it so thoroughly surprised it took them time to embrace what is said.
There is also care required in reading this book. It is all about brand - and heavily salted with examples from consumables (like soft drinks) and services (like banking). There are few hard product examples (a couple of automotive and technology), but not many. But getting into the details of these weaknesses too much would undermine the absolute about this book - that it's an ABSOLUTE MUST READ for any marketer.
This new book brings all the insights of 'How Brands Grow - what marketers don't know' to the next level, providing practical examples on how to measure mental availability, distinctive assets and physical availability. Additionally it also provides plenty of data points on emerging markets - very useful and relevant to demonstrate that the laws of growth hold true also in less developed, often fast growing markets.
I found 'how brands grow - part 2' as inspiring as the former and possibly even better in providing guidance about implementing the laws of growth in real business life.
From a technical perspective, the section on mental availability does start to dig into the science of memory, but I thought it could have gone much deeper. For example, I would have liked to see more discussion around how the practical bottleneck in memory lies in retrieval rather than in encoding - Humans have plenty of space for memory encoding, but for the practical purposes of 'mental availability', the challenge is to have those memories activate at the time and place when they are relevant to our brands. Acknowledge that, it opens up all sorts of opportunities to tap into the science of memory, especially leveraging context, priming, co-encoding, and cuing to create mental availability at the time and place where it really counts. I would also liked to have seen more around how mental availability is impacted by competitive marketing, as what memories spring to mind first are very dependent on how competitors are soaking the market. Along with memory, I think there was room for a lot more discussion around prototype theory, which can have a big impact on how memories are encoded, categorized and retrieved.
At a practical level, I would also liked to have seen more discussion around some common debates the first book triggered around potentialy atypical categories. For example, how closed networks, habits, and situations where switching costs are high (learning curves, accessories, lock and key, personal branding) impact sequential repeat buying. I was pleased to see luxury brands discussed, but it was only very briefly, at the end of the book.
This doesn't in any way detract from the value and impact of the original book, which I would give a heartfelt 5 stars for it's insights into fundamental probabilistic buying behavior. But for me, that created very high expectations, especially with respect to tapping into psychology related science to uncover rules or laws that can be applied to marketing. This book does move the proverbial peanut down the road a little, but not as much as I'd hoped.