As Entering the world of academic publishing, MICA - The School of Ideas has launched MI-PRESS, which will serve as a source for publishing for researchers and academic writers worldwide.The first production of MI-PRESS is an extensively researched and curated book that delves into ten notable brands that emerged from Gujarat and became prestigious national brands over the past decades.

The book 'Brand Magic - The Art and Science of Creating Successful Brands' is co-authored by Prof. Alan D'Souza (former executive director at Mudra Communications and one of the founding members of MICA) and Dr. Prashant Pareek (A faculty in the Area of Marketing and Entrepreneurship at Shanti Business School).The book 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 on October 1, 2021 followed by a panel discussion. The panelists included Dr. Ambi Parameswaran, Brand Strategist and Coach, Dr. Bhaskar Das, Group President, Republic TV, Mr. Rupinder Singh Sodhi, Managing Director, AMUL, and Mr. Santosh Desai, MD & CEO, Futurebrands India Ltd. The session was moderated by Prof. Anita Basalingappa, Professor and Chair Online Programmes, MICA.

Dr. Shailendra Raj Mehta, President & Director, MICA, said, "MI-PRESS is an initiative that MICA is ushering in 2021 as it plans to enter the world of academic publishing. It 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 "Brand Magic - The Art and Science of Creating Successful Brands" - an extensively researched and curated book that delves into ten notable brands that emerged from Gujarat and became prestigious national brands over the past decades."

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. Alan D'Souza, co-author of the book, 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. There is a lot to learn from their stories even today. Today, many want to chart entrepreneurial careers. And these are the stories of early entrepreneurs who continue to inspire us. All of them have learned the art of working with communication professionals to create strong brands.”

Delving more on the intent and scope of MI-PRESS, Dr. Preeti Shroff, Dean, MICA, said, "MICA - The School of Ideas is evolving to expand global-local partnerships for research and teaching innovations. The MI-Press initiative reflects thought leadership and industry-relevant research priorities at MICA for global knowledge creation and strategic insights contributions. Although the 'Brand Magic' book publication is the first step in this direction, many other global research and book projects are underway."

"Every brand story narrates, among other aspects, the eureka moment which made that brand come into existence, the struggle of the entrepreneurs who created these brands, and the role of integrated marketing communication in the growth of these brands, says Dr. Prashant Pareek, co-author of the book.
He adds, "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."

Mr. Piruz Khambatta, Chairman, Rasna Pvt Ltd, said, "Prof. Alan D'Souza is an astute marketer, philosopher, guide & teacher on marketing. He has a magic touch in his hands. I would recommend this book to anybody and everybody who wants to know how Ahmedabad was the original entrepreneurial capital for brands and how it created mega successes.

I am sure this book on ten brands which humbly includes the Rasna story, would be a case study and guide for one and all.”

Mr. R.S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation Ltd (AMUL), said, “Amul, the Taste of India, turned 75 this year. A brand proudly owned by 3.6 million farmers and loved by 135 Crore consumers. It gives me immense pleasure that the utterly butterly stories of the brand Amul and like-wise of others will be benefitting and inspiring to the professionals across the world. These brands which not only had Gujarat DNA but also humble beginnings are leading the categories with robust growth. I have known Shri Alan D'souza closely for the last three decades, and I am confident the students will appreciate his insights on the success of the brands.”

Mr. Santosh Desai, MD & CEO, Future Brands India Ltd., says, "Brand Magic is a timely book that chronicles the story of ten highly successful brands that have emerged out of Gujarat. The authors bring their considerable experience to bear on the subject, combining a depth of research with anecdotes that bring alive the human side of the endeavor. Moreover, it is written in a highly accessible style and will become a must-have for those interested in brands and marketing."

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