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 ABOUT THE AUTHOR««.
„ JAGDEEP KAPOOR is a Chairman & MD of
SAMSIKA Marketing Consultants Pvt. Ltd. Mumbai
(Maharashtra).

„ He has worked on a large number of Brands

including Mother Dairy ,Blue Dart, D·damas, Asmi,
Oberoi Constructions and many more.

„ He has authored Best Sellers including ¶18 Brand

Astras & 9 Brand Shaastras·.

„ He credited with the publication of over 1602 articles

in Newspaper & Magazines.

„ He is a visiting faculty member at the Jamnalal Bajaj

Institute of Management Studies, Mumbai.
 THEME
„ 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, 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.
 SUMMARY««
„ In today·s highly aggressive and cluttered market
place, it is only a few brands that are able to
successfully weather the competition and stand out in
the crowd .The numerous causes of this success
mantra can be

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Brand Mantra 1
´ To Build a Big Brand, Adopt a Short Brand Nameµ
( Lux, Sony, Honda, 9x ).

Brand Mantra 2
´ Do not let Jazzy Research replace common senseµ
( Nestle's Paloma iced Tea)
 CONTD«

Brand Mantra 3
´ Use Benefit Segmentation to Build Brandsµ ( Dettol, Move, Bank time)

Brand Mantra 4
´ Sample, To Sell Ampleµ

Brand Mantra 5
´ Do Not Hesitate to Communicateµ

Brand Mantra 6
´Like Salt, use Advertising in the Right Proportionµ ( Delhi based dairy)

Brand Mantra 7
´ Brand Images are Fragile, Handle with Careµ (Pepsi in Phillipines,
Cadbury, Airlines )
CONTD«

Brand Mantra 8
´Consumers Needs Come Firstµ(Amul Butter)

Brand Mantra 9
´Do not Underprice Yourselfµ

Brand Mantra 10
´Brands must make Profit, not only noiseµ(Air Deccan)

Brand Mantra 11
´Focus on Consumption rather then purchaseµ(Parachute hair oil
1hr.champi kiya kya)
Brand Mantra 12
´Jo dikhta hai vo Bikta haiµ(D·damas, Hero Honda, Bisleri)
 BRAND MANTRAS FOR THE HEART

Brand Mantra 13
´Be Humble, or You will Tumbleµ

Brand Mantra 14
´Build relationships to build Brandsµ(Readers Digest, Airlines)

Brand Mantra 15
´Respect your Retailersµ

Brand Mantra 16
´Avoid Generality to give your brand a personalityµ(Pepsi youngistan
campaign)
CONTD«

Brand Mantra 17
´Nurture your Brand as you would a childµ(Frooti, Nokia)

Brand Mantra 18
´Service is the first step to a great brandµ(icici bank)

Brand Mantra 19
´Remember, Consumers look for perceive value in brandsµ( Maruti
800)

Brand Mantra 20
´Do not sell the right product to the wrong audienceµ
CONTD«

Brand Mantra 21
´Pay heed to consumer emotionsµ(Titan watch, Hero Honda, Hdfc)

Brand Mantra 22
´Do not prejudge your consumerµ(Mercedes-Benz)

Brand Mantra 23
´Respect the local consumerµ(LG, Samsung)

Brand Mantra 24
´Be honest, do not conµ( Tata salt)
LEARNINGS

„ Try to give an insight of a good Brand Manager·s skills.

„ For a Good Brand Manager one has to have a complete

knowledge of how to visualize, develop, launch, build and
market a brand , be it product or service.
THANK YOU