9 Brand Shaastras

Continuing from Jagdeep Kapoor′s two earlier books, 9 Brand Shaastras is concerned with the strategy and principles of brand-building.

The book discusses branding from the basics, or what the author defines as the ′need′ or ′brand category growth′ for a brand, through to the ′brand profit growth strategy′ which is the final destination. Each stage is analyzed in detail and peppered with examples a...