{"id":1409,"date":"2019-12-05T10:22:31","date_gmt":"2019-12-05T10:22:31","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=1409"},"modified":"2019-12-05T10:22:31","modified_gmt":"2019-12-05T10:22:31","slug":"9-brand-shaastras-jagdeep-kapoor","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/","title":{"rendered":"9 Brand Shaastras by Jagdeep Kapoor"},"content":{"rendered":"<div class=\"_3uWjK\" data-hook=\"post-description\">\n<article class=\"blog-post-page-font\">\n<div class=\"post-content__body\">\n<div class=\"_2FZkM\">\n<div class=\"kcuBq xGuFA blog-post-page-font TCKPQ uatYj _1Ss7I\" dir=\"ltr\">\n<div class=\"kaqlz _1PiV3 blog-post-page-font css-1oyzfts\">\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">Jagdeep Kapoor is the chairman and managing director of Samsika Marketing Consultants, Mumbai. He is also an Indian author who writes on Brand strategies and brand building. Due to his immense knowledge of brands, he is named as \u2018brand guru\u2019. \u20189 brand shaastras \u2019 is one of his books on brand building.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">In this book, the author talks about the basics things which one should keep in mind to build a brand.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#Here_in_the_book_he_tells_about_9_brand_shaastras\" >Here in the book, he tells about 9 brand shaastras.<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#1_First_brand_shaastras_is_%E2%80%98Need\" >1. First brand shaastras is &#8216;Need&#8217;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#2_Seed_Shaastra\" >2. Seed Shaastra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#3_Heed_Shaastra\" >3. Heed Shaastra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#5_The_fifth_brand_shaastras_is_%E2%80%98Feed_Shaastra\" >5. The fifth brand shaastras is &#8216;Feed Shaastra&#8217;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#6_Speed_Shaastra\" >6. Speed Shaastra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#7_Creed_Shaastra\" >7. Creed Shaastra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#8_Breed_Shaastra\" >8. Breed Shaastra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/9-brand-shaastras-jagdeep-kapoor\/#9_Exceed_Shaastra\" >9. Exceed Shaastra<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"Here_in_the_book_he_tells_about_9_brand_shaastras\"><\/span><strong>Here in the book, he tells about 9 brand shaastras.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"1_First_brand_shaastras_is_%E2%80%98Need\"><\/span><strong>1. First brand shaastras is &#8216;Need&#8217;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">He quotes that \u201cMarkets don\u2019t decline, they shift\u201d. In this shaastra, he tells that before building a brand the brand marketeer must identify needs and create needs for the customers based on what they want or what is necessary. He further divides the need shaastras into 5 parts, that are:<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 Existing Needs- the need which is the most basic and inherently present in everyone.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 Latent Needs- the need which is not acknowledged by the society but is the need.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 Opportunity Needs- the needs which are created by the marketeer based on the situation.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 Changing Needs- the needs that get rapid evolution of living standards and technology<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 No Need- When marketeer thinks that there is a need when there is in fact no need, it should be avoided.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">After all these needs, in order to find hidden or new needs, the author proposes further classification based on proprietary process called \u201cREAPS\u201d.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">R- Rational Needs<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">E- Emotional Needs<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">A-Aspirational Needs<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">P- Physical Needs<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">S- Spiritual Needs<\/p>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"2_Seed_Shaastra\"><\/span><strong>2. Seed Shaastra<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u201cThe idea seed is the solution of the need.\u201d This shaastra is to develop the idea of a brand growth strategy. It is to build an idea of what a brand embodies in the mind of a consumer.<\/p>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"3_Heed_Shaastra\"><\/span><strong>3. Heed Shaastra<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u201cMake the consumer aware-beware of the unaware.\u201d There are three steps that is mentioned in the book for the heed shaastra:<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 Awareness- in this stag the brand communicates that what category they exist in.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 Recognition- the transition from unawareness to awareness forms a recognition in consumers.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u00b7 Recall- the last stage of knowing a brand.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">This is how the process of getting attention of a consumer is completed.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><em>Related: Check out the\u00a0<a href=\"https:\/\/scoreindia.org\/blog\/building-a-personal-brand\/\">Building a Personal Brand<\/a>\u00a0and\u00a0<a href=\"https:\/\/scoreindia.org\/blog\/branding-opportunity-public-relations\/\">Branding Opportunity is Public Relations<\/a><\/em><\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">\u201cGenerate trials through the three steps of- the why, the try, and the buy.\u201d Author says that if there is no enough opportunity for brand trial, there cannot be brand experience. He discusses the three aspects of deed shaastra that are: \u2018the why\u2019, \u2018the try\u2019, \u2018the buy\u2019.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">The Buy \u2013 Jagdeep calls this stage to be the financial sampling stage, a stage where the consumer is ready to exchange money for the good or service.<\/p>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"5_The_fifth_brand_shaastras_is_%E2%80%98Feed_Shaastra\"><\/span><strong>5. The fifth brand shaastras is &#8216;Feed Shaastra&#8217;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">This is the stage where the consumer has a positive brand experience due to which they repeat their purchase which leads to brand growth. He says to turn a consumer into a brand loyalist or a brand devotee the brand must ensure to follow seven elements \u2013 Product Quality, Product Service Quality, Brand Experience, Brand Satisfaction, Brand Delight, Brand Surprise and Good brand word of mouth.<\/p>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"6_Speed_Shaastra\"><\/span><strong>6. Speed Shaastra<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">This shaastra helps in increasing sales giving a certain momentum and pace to a brand. The brand starts to increase its pace and gain speed to accelerate sales growth. He further goes on to give multiple examples of brands that have rapidly increased their sales.<\/p>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"7_Creed_Shaastra\"><\/span><strong>7. Creed Shaastra<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">This\u00a0brand shaastras\u00a0helps to develop brand trust. It builds a brands credibility. Jagdeep then goes on to give examples of Cadbury\u2019s and Coca-Cola and how they went through different crisis of customers finding worms and objects in their product and how that affected the brand\u2019s trust and credibility. He goes on to explain that the way these brands handled it were great ways to build that trust again.<\/p>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"8_Breed_Shaastra\"><\/span><strong>8. Breed Shaastra<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">This brand shaastras means an ability to increase brand market share growth. It urges marketeers to keep an eye on their market segment and its growth rate. He goes on to give examples of Maggie Ketchup, Nirma, Moov etc.<\/p>\n<h4 class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><span class=\"ez-toc-section\" id=\"9_Exceed_Shaastra\"><\/span><strong>9. Exceed Shaastra<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">Jagdeep in his book 9 brand shaastras &#8211; reminds his readers that \u201c<em>brands built to build businesses and businesses are built to make profits\u201d. <\/em>A brand after its sales must be able to make a positive contribution. To surpass and to go ahead, to be able to go ahead and do something that\u2019s more that what\u2019s just required.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">I liked the book especially because of the examples which the author has mentioned for each shaastra. One thing which I didn\u2019t like is the language is too simple and repetition of he\/she. It should be little different. Otherwise, the book is very informative and good.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><em>&#8211;\u00a0Tamanna Singh<\/em><\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\">Tamanna Singh, an aspiring PR professional who is a student at School of Communications and Reputations (SCoRe). She is from Hazaribagh. She did her Bachelors in English literature from St. Collumba\u2019s College Hazaribagh and has an experience in teaching as an English teacher for 6 months in Rastra Bharti Academy, Udaipur. Tamanna have been a regional level player of Volleyball in her school time. Her blog is named as \u2018The Perfect Desire\u2019, where she shares her opinions and life experiences. Besides her academic schedule, Tamanna is always glued to music. She loves singing and dancing. For her music is important to start and end her day in a better way. She describes herself in three words, i.e, learner, funny and a truly loyal person.<\/p>\n<p class=\"XzvDs _208Ie _2Dym_ blog-post-text-font blog-post-text-color _2QAo- _25MYV _2R0Lu _2Dym_\"><em>This\u00a0blog post originally appeared on Tamanna&#8217;s\u00a0<a href=\"https:\/\/tamannasingh981.wixsite.com\/theperfectdesire\/post\/9-brand-shaastras-by-jagdeep-kapoor\">Blog Page<\/a>:<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"x_VfD\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":1419,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>9 Brand Shaastras - Successful Brand Strategy by Jagdeep Kapoor -<\/title>\n<meta name=\"description\" content=\"9 Brand Shaastras by Jagdeep Kapoor The 9 basics things which one should keep in mind to build a brand. 1.Need 2. 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