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, rejuvenate, 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. Well illustrated with real-life examples of brands, he book makes for the successful articulation of a winning brand strategy.