24 brand mantras : finding a place in the minds and hearts of consumers /
By: Kapoor, Jagdeep.
Publisher: New Delhi : Thousand Oaks, Calif. : Response Books ; Sage Publications, 2009Edition: 2nd ed.Description: ix, 103 p. : ill. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9788178299433 (paper back); 9788178299433:; 8178299437 (paper back).Subject(s): Marketing![](/opac-tmpl/bootstrap/images/filefind.png)
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Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.827 KAP (Browse shelf(Opens below)) | 1 | Available | 0060295 |
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 -- 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.