ISBN 9788178299433,24 Brand Mantras : Finding a Place in the Minds and Hearts of Consumers

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


SAGE Response



SAGE Response

Publication Year 2009

ISBN 9788178299433

ISBN-10 8178299437


Edition 2nd
Number of Pages 116 Pages
Language (English)


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, rejuvenate and grow successful brands. 24 Brand Mantras: Finding a Place in the Minds and Hearts of Consumers (Second Edition) 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. Table of Contents Preface 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 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 Do not underprice yourself Brands must make profit, not only noise 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 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