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

Half Title; Title Page; Copyright; For our Readers; Contents; Preface; Acknowledgements; Brand Mantras for the Mind; 1. To build a big brand, adopt a short brand name; 2. Do not let jazzy research replace common sense; 3. Use benefit segmentation to build brands; 4. Sample, to sell ample; 5. Do not hesitate to communicate; 6. Like salt, use advertising in the right proportion; 7. Jo dikhta hai, woh bikta hai (What is visible, sells); 8. Brand images are fragile, handle with care; 9. Your consumer's needs come first; 10. Do not underprice yourself; 11. Brands must make profit, not only noise 12. Focus on consumption rather than purchaseBrand Mantras for the Heart; 13. Be humble, or you will tumble; 14. Build relationshipsto build brands; 15. Respect your retailers; 16. Avoid generality to give your brand a personality; 17. Nurture your brand as you would a child; 18. Service is the first step to a great brand; 19. Remember, consumers look for perceived value in brands; 20. Do not sell theright product to thewrong audience; 21. Pay heed to consumer emotions; 22. Do not prejudge your consumer; 23. Respect the local consumer; 24. Be honest, do not con; About the Author