The book is about brand health tracking one of the biggest (and most costly) sources of
insights about brand performance and inputs into brand strategy that marketers engage in. But
yet most trackers were designed pre-How Brands Grow and so suffer from being not fit for
purpose to provide insights to managers looking to grow their brands. Jenni has conducted R&D
into brand health tracking for the past decade much of this is published in a disparate range
of academic marketing journals some of it is not published because it is more technical. This
book brings together that R&D with Jenni and the Ehrenberg-Bass Institutes background in How
Brands Grow to help brand managers and researchers design an evidence based useful brand
health tracking research instrument and help them get the most out of the information to inform
their recommendations and implications.
