Twenty Four Brand Mantras: Finding a Place in the Minds and Hearts of Consumers

This concise and practice-based book is aimed at helping marketeers develop winning brand strategies.

Table of Contents:
PART ONE: MANTRAS FOR THE MIND To Build a Big Brand, Adopt a Short Brand Name Don’t Let Jazzy Research Replace Common Sense Use Benefit Segmentation to Build Brands Sample to Sell Ample Don’t Hesitate to Communicate Like Salt, Use Advertising in the Right Proportion Jo Dikhta Hai Woh Bikta Hai (What is Visible, Sells) Brand Images are Fragile, Handle with Care Your Consumer’s Needs Come First Don’t Underprice Yourself Brands Must Make Profit, Not Only Noise Focus on Consumption Rather than Purchase PART TWO: MANTRAS FOR THE HEART Be Humble, or You Will Tumble Build Relationships to Build Brands Respect Your Retailers Avoid Generality to Give Your Brand a Personality Nurture Your Brand as You would a Child Service is the First Step to a Great Brand Remember, Consumers Look for Perceived Value in Brands Don’t Sell the Right Product to the Wrong Audience Pay Heed to Consumer Emotions Don’t Prejudge Your Consumer Respect the Local Consumer Be Honest, Don’t Con

About the Author :
Jagdeep Kapoor is the Chairman and Managing Director of Samsika Marketing Consultants Pvt. Ltd., Mumbai, a leading strategic marketing consultancy, celebrating its 13th anniversary year, with an impressive list of clients drawn from both multinational and Indian firms. He has worked on a large number of brands including Carrier, OTIS, Navneet, Halls, Mother Dairy, Seven Seas Seacod, Monginis, Frooti, Cinthol, Nirma, M-Seal, Fevicryl, Aptech, Arena, Fevicol, Bailey, Anchor, Panacea Biotec, Safal, Listerine, D’damas, Nakshatra, Asmi, Sangini, Hiranandani, Motilal Oswal, Wizcraft, Balrampur Chini, Garware, Tetra Pak, FedEx, Blue Dart, Himalayan Natural Mineral Water, Eraser, Kisna, Agni, Cinemax, Nirmal Lifestyles and Oberoi Constructions. Widely considered to be a Brand Guru, Jagdeep Kapoor is a prolific writer and has authored several best-sellers including 18 Brand Astras and 9 Brand Shaastras. He is credited with the publication of over 1,602 articles in newspapers and magazines such as the Economic Times, The Afternoon, Business Today, Business Line (from The Hindu), Business Standard and Deccan Herald. He has regularly conducted programmes on television and has anchored the popular marketing show ‘Dream Merchants’. He is a visiting faculty member at the Jamnalal Bajaj Institute of Management Studies, Mumbai, of which he is also an alumnus.