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Markenkraft - Der Podcast über Markenführung und Markenforschung Podcast
Better Brand Tracking - Jenni Romaniuk - Ehrenberg-Bass Institute (English)

Better Brand Tracking - Jenni Romaniuk - Ehrenberg-Bass Institute (English)

Markenkraft - Der Podcast über Markenführung und Markenforschung vor 2 Jahren

Insights on what really matter

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1:29:35

Jenni Romaniuk is a Research professor International Director of
the Ehrenberg Bass Institute of the University of South Australia.
The EBI Institute is the largest marketing research center in the
world, busting pseudo science and marketing myths. They showed with
empirical research that brands need to be brain friendly - meaning
that we need to take the function of perception, memory and
retrieval as a basis to think about how we can make brands grow.
They urged marketers to focus on attracting light category buyers,
showed them that greater loyalty amongst heavy users doesn't
necessarily translate into market success, created the controversy
with stating that distinctiveness trumps differentiation, and even
more provocatively, that behavior drives perception, not the other
way around. She wrote three highly influential books: “How Brands
Grow Part 2”- coauthored with Byron Sharp, “Building distinctive
Brand Assets and her newest “Better Brand Health”, is one of the
leading researchers on brand equity, advertising effectiveness,
distinctive brand assets, word of mouth, loyalty and brand growth
and pioneered Mental Availability measurement and metrics.