Better Brand Health by Jenni Romaniuk Summary

Better Brand Health provides evidence-based strategies to improve brand measurement and health tracking. It teaches marketers to align metrics with the "How Brands Grow" framework, focusing on mental availability, category entry points, and avoiding common pitfalls in data collection. The book emphasizes practical tools for refining brand tracking systems, ensuring insights reflect real buyer behavior.

This book is essential for marketers, brand managers, and insights professionals seeking data-driven methods to optimize brand health tracking. It’s particularly valuable for teams working in competitive markets where accurate measurement of mental availability and distinctive assets impacts growth strategies.

Yes—it bridges academic research and real-world application, offering actionable steps to fix flawed tracking systems. Jenni Romaniuk’s expertise in brand equity and measurement, backed by decades of Ehrenberg-Bass Institute research, makes this a must-read for upgrading brand health frameworks.

The book advocates designing surveys that mirror real category buying patterns to prevent sample bias. It highlights the importance of inclusive screening questions (e.g., avoiding overrepresentation of heavy buyers) and validating data against external sources to ensure accuracy.

Distinctive assets are unique elements (e.g., logos, colors, sounds) that help buyers recognize and recall brands. Romaniuk explains how to identify, measure, and protect these assets to build mental availability—a core driver of brand growth.

It stresses creating memorable brand impressions through consistent distinctive assets and category entry points. Ads should prioritize reinforcing existing brand memories over chasing differentiation, aligning with buyers’ natural decision-making processes.

Mental availability refers to how easily a brand comes to mind in buying situations, while differentiation focuses on standing apart from competitors. Romaniuk argues that mental availability drives growth more effectively, as most buyers prioritize familiarity over perceived uniqueness.

CEPs are specific needs or occasions that trigger brand consideration. The book provides frameworks to map and measure CEPs, ensuring brands dominate key buying moments and stay relevant across diverse consumer contexts.

Romaniuk critiques overreliance on biased sampling (e.g., excluding light buyers) and vanity metrics like brand love. She advocates tracking buyers’ real-world behaviors and memories rather than abstract perceptions.

It expands on the loyalty and growth principles in Romaniuk’s earlier work, applying them specifically to measurement. The book integrates updated research on physical availability, luxury brands, and B2B markets from the revised edition.

Yes—the book advises adjusting expectations for smaller brands (e.g., focusing on niche CEPs first) while using the same scientific principles to track progress and avoid resource-wasting missteps.

Key tools include:

• A four-question checklist for category buying analysis
• Methods to audit distinctive assets
• Frameworks to align tracking with penetration-driven growth goals

These help future-proof brands against market shifts.