18 Brand Astras
Using Brand Abilities as Weapons for CRISP Brand Building
Edited by Jagdeep Kapoor
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18 Brand Astras by Jagdeep Kapoor
Book DescriptionIn today's competitive times, where marketing is nothing short of warfare, "18 Brand Astras" presents a simple and invaluable analysis of the factors that work to make a brand successful. Ace-Marketer and consultant, Jagdeep Kapoor, presents 18 brand abilities that a brand must have to be successful. Terming them as astras, meaning weapons, he explains how it is critical that marketers have an awareness and understanding of these abilities to promote their brand effectively. Some key brand abilities that he talks of are those of Reliability, Acceptability, Availability and Visibility.Adopting a simple and jargon-free style, the book explains: what constitutes each brand ability? the connection between these abilities; how these abilities must be used in conjunction for maximum results; and, how these abilities are integrated to form the CRISP Branding model. Written in an irreverent conversation style, the book simplifies the key concepts behind brands and brand building making it accessible to the novice and expert alike.
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Book DetailsISBN: 9780761996569
(216mm x 140mm x 11mm)
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 1-May-2003
Country of Publication: United States
Books By Author Jagdeep Kapoor
9 Brand Shaastras, Paperback (August 2009)
Discusses key brand building elements such as brand awareness growth strategy and brand market share growth strategy. This book with its simple frameworks and immensely practical insights is suitable for marketing professionals. It is also a useful tool-kit for management students and those who wish to learn the art of successful brand building.
24 Brand Mantras, Paperback (January 2009)» View all books by Jagdeep Kapoor
Helps marketeers to develop winning brand strategies. This title presents 24 action-oriented mantras which can help to launch, build, rejuvenate, and grow successful brands. It focuses on building brands by appealing to both the minds and hearts of consumers. It provides satisfaction to the consumer as also to create wealth for the marketeer.
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