This book, launched at BIMTECH, unveils success secrets of 10 iconic Indian brands. Details here

March 25, Greater Noida: On Friday, a book named “Brand Magic: The Art & Science of Creating Successful brands” was launched at BIMTECH Greater Noida.

The book co-authored by Prof. Alan D’ Souza, and Dr Prashant Pareek, unveils the secrets behind the success of ten iconic Indian brands based in Gujarat which include AMUL, Astral Pipes, Balaji Wafers, Fogg, Havmor, Jio, Rasna, Sugar-Free, Symphony, and Wagh Bakri.

In his address during the launch event, Prof Alan D’ Souza, Former ED-Mudra Communications and Founder Member, MICA said, “I have had the unique opportunity of working with the people who created these brands. I have seen these brands growing from very small units to very large units to becoming iconic brands in India.”

Further talking about brands, he said that brands are all about perception. “A product is made in the factory whereas a brand is created in the consumer’s mind, so a brand is all about perception.”

“The way you craft your communication & make your brand endearing to your target consumer that is where lies the trick, that’s what branding is all about and that’s what I have tried to show in my book,” added Prof. D’Souza

He further claimed that ‘Brand Magic’ is unique because he has done a fair amount of secondary data scan & found out that there are only a few books that tell stories of Indian Brands. Another thing which makes this book unique is that it consists of many advertisements. “I don’t think there’s a single book in India that has so many ads in it. We’ve got print ads & links to video ads.”

While speaking to Ten News, Prof. Dsouza informed that the book costs Rs. 499, and is presently available on Amazon and Flipkart, both in the form of hard copy as well as the Kindle version.

The chief guest for the event was Dr. Anurag Batra, Chairman BW Business world. When asked by Ten News about his advice for budding entrepreneurs and what it takes to build great brands, he said, “The spirit of curiosity, to be able to read & interact with people, to have a genuine sense of learning, to be inclusive & doing basics right. If you do the basics right you will hit the home run.”

“The most important thing in my view is the ability to deal with uncertainty. You should be able to feel that tomorrow will be better than today; if you have that then you can be an entrepreneur,” Batra added.

Dr. Chaturvedi, Director, BIMTECH; Prof. Dhruv Chak, Professor, Marketing; Dr. Pankaj Priya, Professor, Marketing were present during the book launch along with other faculties and students.