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What can I say? When a marketing guru writes a book on Brand Seg'mean'tation that includes seven "Kya Bolu" strategies; and each of those seven strategies is preceded by a rhyming couplet in Hindi reminiscent of ad jingles of the 1980s (the jo-biwi-se-kare-pyaar school of copywriting), it tends to leave the average reader somewhat speechless. Jagdeep Kapoor's latest book"" previous works include 18 Brand Astras and 9 Brand Mantras""offers fewer strategies than its predecessors. But these help marketers decide whether their brand is meant for a segment and whether a segment is meant for their brand. Tailoring your brand based on knowledge, youth, attitude, benefits, occasion, loyalty and usage are critical to ensuring its success, says Kapoor. Jo brand se kare pyaar, woh iss attitude se kaise kare inkaar?

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BRAND SEG'MEAN'TATION

Jagdeep Kapoor
Rs 110
94 PAGES
Macmillan