Read it for
- Brand tracking
- Measurement choices
- Mental availability
What this book covers
Jenni Romaniuk examines how brand health is measured and how the resulting information informs decisions. Its value for a paid media team is a better brief for research and a clearer interpretation of tracking results. Use it when a client needs evidence about the brand beyond the short-term outcomes visible inside an ad account.
Bring it to your work
For each measure in your report, write down the decision it is meant to inform. Check the question wording, audience, and timing behind the number before deciding whether a change is meaningful.
About this reading guide
This guide draws on the source description, contents or sample identified in the edition notes. No external review is cited for this listing.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
How Brands Grow →
Start here for the broader buying-behaviour argument behind the brand-growth approach.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Numbered edition unspecified
- Format
- Not established
- Reference edition date
- February 2023
- ISBN-13
- 9780190340902
Publisher or author description reviewed. Sources checked . Book not read in full.
- Ehrenberg-Bass Institute / Oxford University Press
- OUP product identifierLinked product identifier only; publisher page body was unavailable.
Institute verifies February 2023, author and scope. ISBN comes from the Institute’s linked OUP product identifier; publisher body was unavailable. Brand tracking is not itself causal attribution.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
Take the idea off the page.
Which brand measure helps you make a decision, and which one do you report mostly out of habit?
Talk with the collective
