India’s premier Institute MICA’s publishing division MI-Press on Saturday began its journey as a publishing house with a release of their first book ‘Brand Magic- The Art and Science of Creating Successful Brands’.
The book – Brand Magic has been co-authored by one of the founding members of MICA and former Executive Director at Mudra Communications Prof. Alan D’Souza along with Dr. Prashant Pareek, who is a faculty in the area of Marketing and Entrepreneurship at Shanti Business School. The book was launched at Ahmedabad Management Association (AMA), Ahmedabad.
In his inauguration speech, the President and Director of MICA, Dr. Shailendra Raj Mehta emphasized on how knowledge production has to be subsidized with an example of Valabhi University, where then ruler Guhasena – the first had introduced grants for books and how MICA has taken a leaf out of it by introducing in-house book publishing ‘MI Press’.
About the book, Brand Magic Dr. Mehta said, “Prof. Alan D’Souza and Prof. Prashant Pareek have blended theoretical and experimental knowledge about the brands highlighted in the book.” He further added that he strongly recommends this book to all professionals and students in the marketing, branding and advertising domain.
Talking about his book, Prof. Alan D’Souza said that “Creating Brand is like a Magic. It’s a combination of art and science.” He further explained the significance of clever and strategic marketing communication which can help make a brand a global one, with an example of Symphony coolers.
Dr. Prashant Pareek said, “My father inspired me to write this book and ‘Brand Magic’ is a result of curiosity and passion. As we all know Curiosity can take you to places and I and Prof. Alan D’Souza were curious and passionate about the subject. This is the reason why we decided to write a book about how brands from Gujarat have prospered with the use of integrated marketing communication.”
The Director of IIM-A, Errol D’Souza praised the book for its comprehensive coverage of 10 different brands of Gujarat. Adding that how brand communication, along with authenticity and quality, is important for a product to become a brand.
The event was attended by Piruz Khambatta of Rasna, Pradeep Chona of Havmor, Jayan Mehta – Chief Operating Officer of Amul and Achal Bakeri of Symphony Limited amongst others.
