Tata - The Evolution of a Corporate Brand (Hardcover)


A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano (the world's first below US$ 2500 car), is set to change our perception of India's oldest and most respected corporate brand. With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league: a truly global brand. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around 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. "Tata: The Evolution of a Corporate Brand" 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. Finally it asks how that reputation will be perceived and understood as Tata moves into global markets. Whether you're an entrepreneur, a manager, a marketer, or an interested Tata loyalist, this book will help you understand the durability of the brand and inspire you with the values it holds onto in the global economy.

R200
List Price R250
Save R50 20%

Or split into 4x interest-free payments of 25% on orders over R50
Learn more

Discovery Miles2000
Delivery AdviceOut of stock

Toggle WishListAdd to wish list
Review this Item

Product Description

A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano (the world's first below US$ 2500 car), is set to change our perception of India's oldest and most respected corporate brand. With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league: a truly global brand. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around 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. "Tata: The Evolution of a Corporate Brand" 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. Finally it asks how that reputation will be perceived and understood as Tata moves into global markets. Whether you're an entrepreneur, a manager, a marketer, or an interested Tata loyalist, this book will help you understand the durability of the brand and inspire you with the values it holds onto in the global economy.

Customer Reviews

No reviews or ratings yet - be the first to create one!

Product Details

General

Imprint

Penguin Books

Country of origin

United Kingdom

Release date

2011

Availability

Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available.

First published

October 2011

Authors

Dimensions

236 x 161 x 18mm (L x W x T)

Format

Hardcover

Pages

256

ISBN-13

978-0-670-08406-7

Barcode

9780670084067

Categories

LSN

0-670-08406-9



Trending On Loot