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

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SAGE Publishing India, Feb 4, 2009 - Business & Economics - 116 pages
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" ... an excellent book - a useful tool and guide in the hands of the young marketing executive."

KUMARAMANGALAM BIRLA, Chairman, Aditya Birla Group

"Jagdeep Kapoor truly understands brands... He has built winning brands, consulted with companies to help them build successful brands and is a superb communicator... must reading for every young brand manager."

ADI GODREJ, Chairman, Godrej Soaps Ltd.

"Written in a down-to-earth and simple and friendly style... will appeal equally to a fresh marketing student as to a senior marketing professional.

DR VASANT N PATANKAR, Lupin Professor in Business Philosophy and Strategy, Narsee Monjee Institute of Management Studies, Mumbai

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

The book focuses on building brands by appealing to both the minds and hearts of consumers. Culled from the author′s vast experience as a marketing professional, the mantras are formulated to provide satisfaction to the consumer as also to create wealth for the marketeer. The book covers all the important elements of the marketing mix including segmentation, positioning, advertising, promotion, sales distribution, product portfolio design, pricing and customer service. Well illustrated with real-life examples of brands, he book makes for the successful articulation of a winning brand strategy.


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Brand Mantras for the Mind
To build a big brand adopt a short brand name
Do not let jazzy research replace common sense
Use benefit segmentation to build brands
Sample to sell ample
Do not hesitate to communicate
Focus on consumption rather than purchase
Brand 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

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 consumers needs come first
Do not underprice yourself
Brands must make profit not only noise
Remember consumers look for perceived value in brands
Do not sell the right product to the wrong audience
Pay heed to consumer emotions
Do not prejudge your consumer
Respect the local consumer

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About the author (2009)

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.

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