24 Brand Mantra: Upbhoktaon Ke Dilo-Dimag Me Sthaan Banayen/ 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 brandsRespect 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.