24 brand mantras : finding a place in the minds and hearts of consumers / Jagdeep Kapoor.

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.