`Markets don`t decline, they shift` says Jagdeep Kapoor in his thought provoking new book. Once again, Kapoor presents a powerful and effective roadmap on how to build successful brands. Terming these nine key brand elements as `Shaastras`, he highlights important truths that each marketer must know to build healthy brands. Beginning from the `Need Shaastra`, which is the genesis of every product, Jagdeep Kapoor discusses key brand building elements such as brand awareness growth strategy (or the `Heed Shaastra`) and brand market share growth strategy (or `the Breed Shaastra`). Through a stepwise presentation of these concepts, Jagdeep Kapoor maps the entire journey of any brand from inception to success!Simple and direct, 9 Brand Shaastras distils decades of brand building experience into an easy to read book which every marketing person must have. Numerous real life examples, combined with the author`s vast experience, will give the reader a strong grounding in the fundamentals of brand building.