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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 consumers 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
Be honest, do not con
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