24 brand mantras
Subtitle: finding a place in the minds and hearts of consumers
By: Jagdeep Kapoor.
Edition: 2nd ed.
Publisher: Response Books
Published: 2009
Place of publication: New Delhi; Thousand Oaks, Calif
Language: eng
ISBN-13: 9788178299433
Subjects: Brand name products; Customer relations
Other titles: Twenty-four brand mantras
Table of contents: title: To build a big brand, adopt a short brand name; title: Do not let jazzy research replace common sense; title: Use benefit segmentation to build brands; title: Sample to sell ample; title: Do not hesitate to communicate; title: Like salt, use advertising in the right proportion; title: Jo dikhta hai woh bikta hai(what is visible, sells); title: Brand images are fragile, handle with care; title: Your consumer's needs come first; title: Do not underprice yourself; title: Brands must make profit, not only noise; title: Focus on consumption rather than purchase; title: Be humble, or you will tumble; title: Build relationships to build brands; title: Respect your retailers; title: Avoid generality to give your brand a personality; title: Nurture your brand as you would a child; title: Service is the first step to a great brand; title: Remember, consumers look for perceived value in brands; title: Do not sell the right product to the wrong audience; title: Pay heed to consumer emotions; title: Do not prejudge your consumer; title: Respect the local consumer; title: Be honest, do not con.