Measures and Metrics for a How Brands Grow World

This book is for anyone who wants to get better at brand measurement and improve their brand health tracking.

This is a book about brand health concepts, measures and metrics. It will help you improve your existing brand health tracker or set up a new one. Covering everything from bigger picture strategic framework to the nitty-gritty of attribute wording, this book has something for everyone, regardless of position or experience.

You’ll gain new insights into well-known metrics such as brand awareness and brand attitude, and learn how to work with newer metrics such as Mental Availability. You will also find out when online monitoring can be useful in a brand health context and some do’s and don’ts to help you measure Physical Availability.


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Find out about Better Brand Health Questionnaires & Metrics: The Workshop

Better Brand Health Workshop

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Download our free example CBM questionnaire template and mental advantage analysis.

CBM Questionnaire Template

Example Mental Advantage Analysis












The publication of Better Brand Health by the distinguished academic Jenni Romaniuk offers the first proper new insight into brand tracking in a very long time. It’s a practical book – perhaps too much so for the brand archetype-loving world of modern marketing – but contained within its pages are some incredibly applied, useful and advanced lessons in how to measure your brand. I’m halfway through but I strongly recommend it.

Mark Ritson, Marketing Week, February 2023


About the Author

Professor Jenni Romaniuk
Associate Director (International) – Ehrenberg-Bass Institute

Jenni is a Research Professor and Associate Director (International) at the Ehrenberg-Bass Institute, and a pioneer in Distinctive Asset and Mental Availability strategy and measurement.  She has advised companies all over the world on best practice, long-term brand management, using evidence-based knowledge.  Jenni is on the Senior Advisory Board of the Journal of Advertising Research and serves on three other Editorial Review Boards.  She is also the lead author of How Brands Grow Part 2 (Oxford University Press, 2015).

If you are interested in having Jenni to present at your next marketing industry event or conference please get in touch


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The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.