06 Oct 2021 00:17 IST

MICA launches publishing platform MI-PRESS

The first book published by MI-PRESS dissects the journey of 10 brands that emerged from Gujarat.

MICA has launched MI-PRESS, a publishing platform for researchers and academic writers worldwide. The first production of MI-PRESS is the book 'Brand Magic - The Art and Science of Creating Successful Brands,' which is authored by MICA’s founding member Prof Alan D'Souza and Dr Prashant Pareek, a faculty in the area of marketing and entrepreneurship, Shanti Business School. The book delves into ten notable brands that emerged from Gujarat and became prestigious national brands over the past decades. It showcases how marketing communications has played a significant role in taking these brands from state-level to national and international levels.

The institute held a virtual launch of the e-book followed by a panel discussion. The panellists included Dr Ambi Parameswaran, Brand Strategist and Coach; Dr Bhaskar Das, Group President, Republic TV; Rupinder Singh Sodhi, Managing Director, Amul; and Santosh Desai, MD & CEO, Futurebrands India Ltd.

A 'well-researched' book

Dr Shailendra Raj Mehta, President and Director, MICA, said, “MI-PRESS is an initiative that is being launched with the idea that one day, it will serve as a source for publishing not only for its research faculty but also for researchers and academic writers across the world. MI-PRESS is excited to begin its journey with publishing.”

The book covers the history, milestones, and growth of ten renowned brands from Gujarat, namely Amul, Astral Pipes, Balaji Wafers, Fogg, Havmor, Jio, Rasna, Sugar-Free, Symphony, and Wagh Bakri, which went on to become popular brands of India. The authors have shared branding strategy, core values, umbrella branding, competitor advertising, struggle, perpetual growth, acquisition, brand positioning, brand name, and critical insights for each brand.

Speaking about the book, Prof D'Souza said, “The book reflects textbook techniques used by the brands. What makes the story of these brands relevant to our time is that they continue to hold premium positions in their respective product categories and continue to grow.”

Parekh added: “This book is a result of curiosity, the curiosity to understand two things. First is the real-world application of branding and marketing communication theories and concepts. Second, how entrepreneurs in Gujarat have applied these theories and concepts to develop their brands and make them popular beyond Gujarat as well as India.”