How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands
- Downloads：4919
- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-08-01 09:55:50
- Update Date：2025-09-07
- Status：finish
- Author：Jenni Romaniuk
- ISBN：0195596269
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
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。
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。
Reviews
Peter Noszek
，
Just rehashing points made in the first book， with different data。 Would not recommend anyone to read - best to just stick with Part 1。
Chelsea
，
I can only hope to someday be blessed with a belief as all-encompassing and sure as the How Brands Grow crew's belief in physical and mental availability。 Hard to tell if this book actually puts forward any new ideas， since I have seen this material many ways and times now， but it certainly did not actually speak much to the secondary title of emerging markets and luxury brands。 Those were only two chapters in the ongoing availability fest。 Which， to be fair， I feel pretty on board with - it mak I can only hope to someday be blessed with a belief as all-encompassing and sure as the How Brands Grow crew's belief in physical and mental availability。 Hard to tell if this book actually puts forward any new ideas， since I have seen this material many ways and times now， but it certainly did not actually speak much to the secondary title of emerging markets and luxury brands。 Those were only two chapters in the ongoing availability fest。 Which， to be fair， I feel pretty on board with - it makes sense， and they have charts！ Can't be wrong with charts。 Counter-arguments were trivialized， but I wish they had presented more quant data on those， since anecdotally many brands seemed to succeed with more of a segmentation strategy。 Or maybe they are just distracting themselves from the true source of their success， our Lord and Savior Physical and Mental Availability。 。。。more
Michael
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Helped to remind me of some key insights to take to my job
Jinal Sampat
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Great book！ Some of the insights are really valuable to know。 Customers who buy your brand also buy other brands。 It’s all about market share。 For a brand to develop: one needs to be mentally and physically available。 Loved the last chapter on luxury brands as it was most relevant to me at this time。 Luxury brands are bought by middle class consumer more then billionaires and that’s how they can sustain it as the number of middle class people is way higher then billionaires。 Great date and chart Great book！ Some of the insights are really valuable to know。 Customers who buy your brand also buy other brands。 It’s all about market share。 For a brand to develop: one needs to be mentally and physically available。 Loved the last chapter on luxury brands as it was most relevant to me at this time。 Luxury brands are bought by middle class consumer more then billionaires and that’s how they can sustain it as the number of middle class people is way higher then billionaires。 Great date and charts to go along every assumption。 。。。more
Zeeshan Ehtisham
，
The book（s） is so good it forced me to write a review， The branding we have been learning has always been high up in the heavens， This is the real stuff though which can be experienced by anybody who has worked in market reading consumers and how brands actually grow and how you take your business forward。。。。
Maaike Fontein
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Insightful， fact-based and builds in a great way on the first book。 Would reccommend this to anyone interested in marketing （but definitely read part 1 first）。
Konstantinos Skianis
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Continuing from "How Brands Grow Part 1" this is an excellent book nailing-down the real facts about brands' marketing and how it should be executed。 It is not just another marketing book based on shallow beliefs and growth-hacking promises but a serious evidence-based work that a marketer should know when managing the marketing of a brand or an organization。A must read for modern and serious marketers but have in mind to definitely read Part 1 first。 Continuing from "How Brands Grow Part 1" this is an excellent book nailing-down the real facts about brands' marketing and how it should be executed。 It is not just another marketing book based on shallow beliefs and growth-hacking promises but a serious evidence-based work that a marketer should know when managing the marketing of a brand or an organization。A must read for modern and serious marketers but have in mind to definitely read Part 1 first。 。。。more
Victor Volpe
，
HBG 2 is even better than the first book。 It gives more evidence to support the marketing laws and clarifies the few exceptions to them。 A true masterpiece， yet still under appreciated。 I personally try to use this knowledge as my north star in the midst of a fast pace changing marketing landscape。
Ahmad Badghaish
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I think it’s good to deeply read this sequel， to anyone who’s involved in the business side。
Jokūbas Šatrauskas
，
For me this book creates ambiguous feelings。 I do really like 1-3 chapters of this book and I was writing down some ideas on the paper， however， the rest of the book became a bit borring I and made myself to finisht it。 I don’t really agree on the part which highlights the power of reach。 To my mind，you surely need to scale your product/service sales， but only by showing your product to the relevant ones。 It should be his/hers product/headline but not everyones。
Kutluhan Kutbay
，
Pazarlamaya dair mitlerin kanıtlarla yanlış olduğu anlatılan， bol bol örneklerle okuyucunun gözüne sokulan bir kitap。 Çeviriyi hiç beğenmedim， ayrıca çok fazla yazım hatası vardı。
Julian Tooke
，
Slightly underwhelming。 So much of the book is rehashing the points made in his first book to demonstrate that developing markets are actually similar to developed markets。 This can get a bit tedious。
Jose Restrepo
，
Loved it。 Insightful fact based and refreshing。 Builds nicely on the first book and provides hard data on how marketing works best。
Maria Yatsenko
，
Мені б хотілося， щоб цю книгу прочитала кожна людина в світі。 Закони， описані в цій книзі， можна застосувати до будь-чого， чи то бізнесу， чи то особистого життя。 Шкодую， що раніше не знала про автора і його роботу。 Він змінив моє бачення функціонування і росту брендів。
Khanh Bui
，
The part 2 continues to challenge the conventional marketing beliefs and debunk myths on a wide range of essential topics to drive brand growth。 The insights from the book set the foundation for marketeers to build a new launch or manage an existing brand。 Interesting findings on the impact of digital marketing and how to make effective use of this channel。
Stefan Bruun
，
Picks up were part 1 ended。 A practical guide to growing your brand （based on double jeopardy）。 I particularly appreciate the data backing up the claims - something many marketing books could learn from。
Bogdan
，
Повторение — мать， хотя может стоило просто перечитать первую часть。
Jake Goretzki
，
Stating the bleeding obvious a lot of the time， but doing so with plenty of statistical backing。 The first one was groundbreaking because it finally buried the bollocks that was 'brand love' and reined in the tendency to over focus on specific （purportedly loyal， heavy） segments and rarified positionings。 This follow up carries on the theme， with examples from across markets and categories。 Turns out luxury brands behave very like standard ones too。 Sure， some of it is so obvious it barely merit Stating the bleeding obvious a lot of the time， but doing so with plenty of statistical backing。 The first one was groundbreaking because it finally buried the bollocks that was 'brand love' and reined in the tendency to over focus on specific （purportedly loyal， heavy） segments and rarified positionings。 This follow up carries on the theme， with examples from across markets and categories。 Turns out luxury brands behave very like standard ones too。 Sure， some of it is so obvious it barely merits mention; people buy less frequently from small brands because you don't see them around as much and don't have them in mind。 And brands need good， memorable logos and straplines。 Oh really。Still， it's quite refreshing to hear， coming from a category where snake oil and bullshit are the default。 Byron knows his onions。 Trust him。 。。。more
Aaron
，
I took a whole month to read this very short book！ It was so hard to stick with。 Way too many graphs， tables and facts and figures。 I work in advertising sales and this book is probably better suited to someone starting out studying marketing， as it's very broad。 I feel like you could just read the summaries at the end of each chapter and have understood the concepts without having to digest all the overwhelming tables。 I found this really dry。 I took a whole month to read this very short book！ It was so hard to stick with。 Way too many graphs， tables and facts and figures。 I work in advertising sales and this book is probably better suited to someone starting out studying marketing， as it's very broad。 I feel like you could just read the summaries at the end of each chapter and have understood the concepts without having to digest all the overwhelming tables。 I found this really dry。 。。。more
Matteo
，
Book 1 was quite boring and never engaging to me in the way that it was written。 But it certainly uncovered some key principle that any good marketer need to consider when strategizing how to grow a brand。 So not fun， but some few key learnings。Book 2 remain boring and never engaging and sometime i would even say outrageous in the obviousness of its statements。 Plus， it is not delivering against its promise to cover emerging markets （as it touch way too lightly on those） and luxury brands （cover Book 1 was quite boring and never engaging to me in the way that it was written。 But it certainly uncovered some key principle that any good marketer need to consider when strategizing how to grow a brand。 So not fun， but some few key learnings。Book 2 remain boring and never engaging and sometime i would even say outrageous in the obviousness of its statements。 Plus， it is not delivering against its promise to cover emerging markets （as it touch way too lightly on those） and luxury brands （covering a topic in such a generic way is not delivering any value e。g distribution strategy not considering brand stage）。 All in all， read book 1， but don't waste your time on book 2。 。。。more
Cesar
，
Most likely the best marketing book out there
Adil Ehsan
，
Good to finally read a data driven marketing book which is so refreshing after so many pseudo scientific pop culture marketing books。 Its perhaps a bit too wonky compared to whatever the latest marketing fad is BUT its precisely because of this which is why it should be required reading for any serious real marketing professionals。 The challenge is to get this book read widely because its core issues （The law of double jeopardy especially） are actual business problems that are repeatedly done wr Good to finally read a data driven marketing book which is so refreshing after so many pseudo scientific pop culture marketing books。 Its perhaps a bit too wonky compared to whatever the latest marketing fad is BUT its precisely because of this which is why it should be required reading for any serious real marketing professionals。 The challenge is to get this book read widely because its core issues （The law of double jeopardy especially） are actual business problems that are repeatedly done wrong in real life。 In fact the biggest hurdle in putting much of what you may from this book in practice may be internal politics。 That being said the book does also have some blind spots on creative and psychological propensity to buy but these are nuances that one can only get into once there is alignment on the basics。 。。。more
Chelsea Thompson-O'Brien
，
Essential reading for anyone in marketing/advertising。
Suman Srivastava
，
This book continues from where part 1 ended。 This is more of a manual on how to grow brands now that you know of the existence of the law of double jeopardy （established in the first book in detail and in chapter 1 here）。 The guidelines took grow brands are not substantiated with case studies， and so one isn't always sure of how to use these ideas。 Also some of the Tenets seem debatable。 A client recently told me that marketers have known of the double jeopardy law all along but agency people ha This book continues from where part 1 ended。 This is more of a manual on how to grow brands now that you know of the existence of the law of double jeopardy （established in the first book in detail and in chapter 1 here）。 The guidelines took grow brands are not substantiated with case studies， and so one isn't always sure of how to use these ideas。 Also some of the Tenets seem debatable。 A client recently told me that marketers have known of the double jeopardy law all along but agency people have only just discovered it。 Well， I'm not so sure of that。 But certainly it's worth knowing and using。 If only to prove it wrong。 。。。more
Amanda Gribble
，
Best book I've read on branding & identity。 Best book I've read on branding & identity。 。。。more
Henry Manampiring
，
Drop your Kotler， NOW！ This is ESSENTIAL for anyone in Marketing and Branding。 Forget your standard Kotler book。 If you are new in the field， read this first。 If you are seasoned， unlearn what you THINK you know， and read this too。 This is the sequel to the brilliant How Brands Grow。 The part 2 answers many doubters of the first book that the principles acquired only applies to developed countries。 With data from numerous developing markets， including Indonesia， you will see the laws of growth a Drop your Kotler， NOW！ This is ESSENTIAL for anyone in Marketing and Branding。 Forget your standard Kotler book。 If you are new in the field， read this first。 If you are seasoned， unlearn what you THINK you know， and read this too。 This is the sequel to the brilliant How Brands Grow。 The part 2 answers many doubters of the first book that the principles acquired only applies to developed countries。 With data from numerous developing markets， including Indonesia， you will see the laws of growth apply universally。 For those not acquainted with the first book， How Brands Grow is EVIDENCE-BASED marketing book。 The authors used robust and extensive data from numerous countries to reveal the laws in marketing。 This is different from many marketing textbooks that rely on "anecdotes"。 A lot of the findings go against old marketing conventions （like targeting loyal heavy users for their advocacy effect， or differentiation/USP concept）。 This book is VERY recommended， but do read the original How Brands Grow first。 。。。more
Jeannie Buss
，
This book did give me a better insight to branding and marketing。 It made me think of marketing differently， and opened up my mind。
Budaallmusic
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