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In today's competitive times, where marketing is nothing short of warfare, "18 Brand Astras" presents a simple and invaluable analysis of the factors that work to make a brand successful. Ace-Marketer and consultant, Jagdeep Kapoor, presents 18 brand abilities that a brand must have to be successful. Terming them as astras, meaning weapons, he explains how it is critical that marketers have an awareness and understanding of these abilities to promote their brand effectively. Some key brand abilities that he talks of are those of Reliability, Acceptability, Availability and Visibility.Adopting a simple and jargon-free style, the book explains: what constitutes each brand ability? the connection between these abilities; how these abilities must be used in conjunction for maximum results; and, how these abilities are integrated to form the CRISP Branding model. Written in an irreverent conversation style, the book simplifies the key concepts behind brands and brand building making it accessible to the novice and expert alike.