Trying to change its perception of being a stodgy old corporate brand, the 140-year-old Tata Group is continuing with its efforts in refurbishing its image and corporate brand.

Considering the Tata brand has been synonymous with its soon to retire Chairman, Mr Ratan Tata, the conglomerate now has the onus of taking its brand building initiatives forward, especially with scams and controversies plaguing the conglomerate.

With more brand track exercises done both internally as well as by international consultants like Brand Finance, the Tata Group would be further building its corporate brand.

Brand value

Addressing a press conference, Mr R. Gopalkrishnan, Executive Director, Tata Sons, said, “In 2005 our corporate brand was valued at $5.5 billion and today it stands at $14 billion. We started evaluating the corporate brand from 1998 when it was valued at $3 billion. The corporate brand needs a brand health check periodically. Some of the brands which have contributed to its brand value are Tata Motors, Tata Steel and TCS.”

As the Tata Group enhances its global footprint through high-profile acquisitions like the Jaguar Land Rover and Corus Steel, it is now making attempts to build its brand in countries like the US, the UK, South Africa and China.

As Mr Gopalkrishnan said, “awareness of Tata is quite low in the overseas markets and we have identified the UK, US, China and South Africa for build the brand. Recently we have shot a TV film in South Africa. But it is the Chinese market which is tough but there will come a time when the Tatas will also get known in China.”

Tata China Management

The Tata Group has decided to start a Tata China Management scheme much along the lines of its TAS (Tata Administrative Service), whereby it would be recruiting Chinese employees passing out from management schools.

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