‘24 BRAND MANTRAS’ is written by ‘Jagdeep Kapoor’. Jagdeep Kapoor is the Chairman and Managing Director of Samsika Marketing Consultants Pvt. Ltd., Mumbai, India. He is a visiting faculty member at the jamnalal Bajaj Institute of Management Studies, Mumbai, India.
In this book, the author has provided 24 powerful brand mantras which will help to develop an effective brand strategy. As Jagdeep Kapoor himself is a marketing professional and brand developer, so as per his experience, he has given some effective and easy brand mantras in this book which will help the readers or brand developers to develop some impactful and effective brand strategy. In this book, the author has focused on building brands by keeping two major aspects in mind i.e. rational and emotional. During building a brand strategy, these are the two important aspects. If a brand wants to be successful then a brand needs to find a place in mind and heart of the consumer. If a brand successfully creates a place in the consumer’s heart and mind then consumers will be more satisfied which will lead to the success and profit of a brand. In the book, Jagdeep Kapoor has also included some recent and interesting examples of Brand Marketing which will help the readers to understand the brand mantras more conclusively. Important elements if marketing mix including segmentation, positioning, advertising, promotion, sales, distribution, product portfolio, design, pricing, and customer service. According to the author Jagdeep Kapoor – “if you follow these mantras, you will have a winning brand in your hands.”
The book is divided into two parts i.e Brand Mantras for Mind and Brand Mantras for Heart. Each part contains 12 Brand Mantras under it. For Mind, there are 12 brand mantras which we must know and for heart, there are again 12 brand mantras which we must know to build an effective brand strategy to achieve a winning brand. The very first brand mantra given by Jagdeep Kapoor in his book is that if you want to build a big brand then you must use a short brand name. If your brand name will be short then the consumers will easily remember your brand name and they will also easily identify your brand. In the book, it is also mentioned that marketing and brand building is applied common sense. Brands can be successful if they use common sense. The importance of segmenting your brand based on demographics, psychographics or geographics is also covered in Jagdeep Kapoor's book.
Communication is the key to marketing if we want to build our brand and connect with the consumer’s mind and heart then effective communication is the most essential aspect. Until and unless we won’t communicate effectively, we will never succeed in creating a winning brand. While building brand image, advertising must be used in the right proportion. We should never overuse advertising. We first need to identify the target audience and then accordingly advertising must be used.
In Jagdeep Kapoor’s book, one of the brand mantras says- “Jo Dikhta hai wo Bikta hai.” which means that our brands should be visible because what is visible, sells. If your brand will be visible then people will see it, and they will buy it which leads to the success of the brand. While developing a brand always keep in mind that your consumer’s needs come first, you should place their needs above all the elements. Your brand must make a profit, not only noise, one of the brand mantras mentioned by Jagdeep Kapoor in the book. Jagdeep Kapoor has also included Brand Accountability Module in the book which consists of 6 elements, i.e. Awareness, Trials, Repeats, Volume growth, Market share growth, Profit growth. Another very important brand mantra given by Jagdeep Kapoor is “Nurture your brand as you would a child.” Your brand needs to be nurtured with love, care, devotion, attention, and passion.
Brilliant Brand Mantras are shared by Jagdeep Kapoor in his book. If you are looking forward to developing a successful brand then the book “24 Brand Mantras” by Jagdeep Kapoor is a must-read.
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