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Twenty four brand mantras: Finding a place in the minds and hearts of consumers /
| Main Author: | |
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| Format: | Printed Book |
| Language: | English |
| Published: |
New Delhi:
Response Books,
2001.
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Table of Contents:
- 1. To build a big brand, adopt a short brand name2. Don't let jazzy research replace common sense 3. Use benefit segmentation to build brands 4. Sample to sell ample 5. Don't hesitate to communicate 6. Like salt, use advertising in the right proportio