Building Distinctive Brand Assets

By Jenni Romaniuk & Byron Sharp
Forthcoming:
Oxford University Press, March 2018

 

This book is for anyone with a brand. 

It is a book about future-proofing your brand’s identity. It will help you set up a long-term strategy to build your Distinctive Assets, and give you tips on how to protect them.

You’ll learn which branding strategies work, and which don’t, so you can take advantage of opportunities and avoid minefields.

Building Distinctive Brand Assets explores strategy, tactics and insights from a wide range of asset types including celebrities, taglines, jingles and advertising based assets. Combining academic rigour and practical advice, this is a book you will return to again and again, as you face the ongoing challenges of today’s branding environment.

 

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Marketing: Theory, Evidence, Practice - Second Edition

By Byron Sharp
Published: Oxford University Press, November 2018

Many textbooks are heavy on conceptual theory, and very light on evidence, and they neglect areas that are important to working managers. This textbook Marketing: Theory, Evidence, Practice provides scientific evidence, along with enlivening case studies, evidence based theory and practical guidelines.

This new edition includes: New chapters on selling and sales management, developing and implementing a marketing plan and social marketing, as well as new practitioner profiles and case studies.

 

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eBooks

How Brands Grow Part 2

Final cover

By Jenni Romaniuk & Byron Sharp
Published: Oxford University Press, October 2015

Following the success of international bestseller How Brands Grow comes a new book that takes readers further on a journey to smarter, evidence-based marketing.

How Brands Grow Part 2: Emerging Markets, Services, Durables, New and Luxury Brands, is about fundamentals of buying behaviour and brand performance. It provides a roadmap for brand growth, and improved marketing productivity.

 

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Translations

 

How Brands Grow

HowBrandsGrow

By Byron Sharp
Published: Oxford University Press, 2010

How Brands Grow: what marketers don’t know is based on decades of research that has progressively uncovered scientific laws about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketing applications.

 

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eBooks:

Translations:

Marketing: Theory, Evidence, Practice

MarketingTheoryEvidencePractice

By Byron Sharp
Published: Oxford University Press, 2012

Many textbooks are heavy on conceptual theory, and very light on evidence, and they neglect areas that are important to working managers. This textbook Marketing: Theory, Evidence, Practice provides scientific evidence, along with enlivening case studies, evidence based theory and practical guidelines.

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Viral Marketing: the science of sharing

ViralMarketingthescienceofsharing

By Karen Nelson-Field
Published: Oxford University Press (2013)

This is not your typical ‘How To Get Shared’ book. Using original research from more than 2 years of work, 5 different data sets, around 1000 videos and 9 individual studies Viral Marketing: the science of sharing offers solid advice on video sharing.

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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.