Table Of ContentTh e
principles of
B R ND
A
MANAGEMENT
Th e
principles of
B R ND
A
MANAGEMENT
Nitish Rai Gupta
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RZXCRRYGRCRYD
To
Mom and Dad
Pillars of Strength for their Loved Ones
PREFACE
The 7 Principles of Brand Management is intended for students,
working professionals, entrepreneurs—anyone who is keen to
understand marketing and what goes behind building a world
class brand. The book leverages my brand building experience
across a variety of categories in more than 20 countries,
combined with countless discussions I have had with brand
builders across the globe. As a result, I have been able to
understand these seven common traits that lead to the creation
of successful global brands. Thus, you will find that each of the
principles is explained with copious examples from brands
across the globe to help you put them in context of a real-life
brand building situation.
I would like to take this opportunity to thank my friends,
colleagues, and other marketing professionals with whom I
have had the opportunity to spend countless hours debating
and discussing brand building nuances, which gave me good
food for marketing thought. These discussions were always
insightful, both in terms of what works and also what typically
might not work in brand building endeavors. Specifically, I
would like to express my gratitude to Mainak Dhar for opening
the world of brand management and being a mentor to me.
Thanks to Gaurika Gupta, Leila Castaneda Mehra, Ankur
Agarwal and Anupam Jain for being sounding boards and for
being there to help. Heartfelt thanks to Ajay Suri for being the
leader that I will always aspire to be. Special thanks to Sangeeta
viii Preface
Pendurkar for teaching me the importance of discipline and
perseverance in professional life.
I would like to thank my publishers at Tata McGraw Hill for
giving me the opportunity to share these fundamentals with
individuals interested in understanding how to build brands in
today’s marketplace.
Finally I would also like to express sincere gratitude towards
my family, especially my mother, who has been a source of
support and encouragement to me in all walks of life, and to
my wife Aditi for her understanding and for always being
there.
Wishing you all the best in brand building and applying
these 7 principles!
NITISH RAI GUPTA
[email protected]
CONTENTS
Preface vii
1. Introduction to the 7 Fundamental Brand
Management Principles 1
2. Principle 1: Leverage Information via Hypothesis-led
Data Analysis 9
3. Principle 2: Understand Competition and Maintain
Your Point of Difference 25
4. Principle 3: Manage Your Budgets with Scarcity
Mentality 39
5. Principle 4: Know the Hurdle in Your Consumer’s
Life that Your Offering Smoothens 53
6. Principle 5: Be Consistent with Your Positioning
Over Time and Across Platforms 71
7. Principle 6: Get the Right Pricing that Offers
Value in the Eyes of Your Consumers 85
8. Principle 7: Motivate the Team by Envisioning
and Early Buy-in 99
9. Tail Piece 111
References 115
Index 119
CHAPTER
1
INTRODUCTION TO THE
7 FUNDAMENTAL BRAND
MANAGEMENT PRINCIPLES
The man who will use his skill and constructive
imagination to see how much he can give for a dollar,
instead of how little he can give for a dollar, is bound
to succeed.
– Henry Ford
As a man can drink water from any side of a full tank,
so the skilled theologian can wrest from any scripture
that which will serve his purpose.
– Bhagavad Gita
