'An excellent book - a useful tool and guide in the hands of the young marketing executive' - Kumaramangalam Birla, Chairman, Aditya Birla Group. 'Jagdeep Kapoor truly understands brands! He has built winning brands, consulted with companies to help them build successful brands and is a superb communicator! must reading for every young brand manager' Adi Gofrej, Chairman, Godrej Soaps Ltd. 'Written in a down-to-earth and simple and friendly style! will appeal equally to a fresh marketing student as to a senior marketing professional' - Dr Vasant N Patankar, Lupin Professor in Business Philosophy and Strategy, Narsee Monjee Institute of Management Studies, Mumbai. 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.