Thursday, August 5, 2010

Explaining brand Tata

The much hyped launch of the book titled TATA: The Evolution of a Corporate Brand lived upto all the hype and hoopla. This iconic launch was followed by an interactive session between  B Muthuraman, Vice Chairman — Tata Steel Limited and Chairman — Tata International and the author, Morgen Witzel.

A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the world’s first Rs 1 Lakh car, has changed the perception of Tata, as the oldest and the most respected corporate brand, not just in India but also across the world.

In this absorbing and informed book Morgen Witzel digs into the heart of the Tata enterprise, describes its origins, how Tata’s reputation and image evolved, and how the group has worked to transform that image into a powerful and valuable brand.

The book goes to the core of the Tata ethos to explore the unique relationship between the Tata group and the Indian people, a relationship that goes beyond the achievements of a successful business to its social contributions for its employees and the society at large.

Full report here New Indian Express

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