Name: 24 Brand Mantras: Finding a Place in the Minds and Hearts of Consumers
Brand: Atlantic Publishers & Distributors (P) Ltd
SKU: 9788126937011
Price: 282.0 INR
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24 Brand Mantras: Finding a Place in the Minds and Hearts of Consumers

by Jagdeep Yashpal Kapoor

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ISBN13: 9788126937011
Binding: Paperback
Subject: Business Management
Publisher: Atlantic Publishers & Distributors (P) Ltd
Publisher Imprint: Atlantic
Publication Date: February 1, 2025
Pages: 113
Original Price: INR 375.0
Language: English
Edition: N/A
Item Weight: 110 grams
BISAC Subject(s): N/A

About The Book

This concise and practice-based book is aimed at helping marketeers develop winning brand strategies. It presents 24 action-oriented mantras which can help launch, build and rejuvenate successful brands.

24 Brand Mantras: Finding a Place in the Minds and Hearts of Consumers is an excellent guide for building brands with a consumer-focus approach. The updated version of the book covers all the important elements of marketing including segmentation, advertising, promotion, sales, distribution, product portfolio design, pricing and customer service. Well-illustrated with examples of latest brands, the book is a must read for brand managers, entrepreneurs, marketing managers, advertising professionals and management students.

About The Author

Jagdeep Kapoor is the Chairman and Managing Director of Samsika Marketing Consultants Pvt. Ltd, Mumbai, a leading strategic marketing consultancy with an impressive clientele drawn from both multinational and Indian firms. He is a visiting faculty member at the Jamnalal Bajaj Institute of Management Studies, Mumbai.

Table of Contents

Preface vii
Acknowledgements ix
Brand Mantras for the Mind
1. To build a big brand, adopt a short brand name 3
2. Do not let jazzy research replace common sense 7
3. Use benefi t segmentation to build brands 11
4. Sample, to sell ample 15
5. Do not hesitate to communicate 19
6. Like salt, use advertising in the right proportion 23
7. Jo dikhta hai, woh bikta hai (What is visible, sells) 27
8. Brand images are fragile, handle with care 31
9. Your consumer’s needs come fi rst 35
10. Do not underprice yourself 39
11. Brands must make profi t, not only noise 45
12. Focus on consumption rather than purchase 49
Brand Mantras for the Heart
13. Be humble, or you will tumble 55
14. Build relationships to build brands 59
15. Respect your retailers 63
16. Avoid generality to give your brand a personality 67
17. Nurture your brand as you would a child 71
18. Service is the fi rst step to a great brand 77 19. Remember, consumers look for perceived value 81 in brands
20. Do not sell the right product to the wrong audience 87
21. Pay heed to consumer emotions 89
22. Do not prejudge your consumer 93
23. Respect the local consumer 95
24. Be honest, do not con 99
About the Author 103

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