A persistent customer connection and consistent quality performance has helped Tata Group to rise as a brand, finds Ratan Lal Bhagat

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In true sense history of India Inc. will always be incomplete without taking into account the legacy of over a century old Tata Group. The multinational conglomerate, since its inception in 1868, has crossed boundaries to establish its brand authority in markets across the globe. From steel to automobile, tea to telecom, the giant’s product portfolio is perhaps the most diversified in this country. Yet, it has been able to maintain an enviable consistency in meeting the needs of its versatile target audience making brand ‘Tata’ nothing less than an icon. The brand has not only withstood the test of time, but also has created a tag like the ‘pride-of-India’ in the minds of the consumers. And all of this has allowed brand Tata to grab the second rank in 4Ps B&M India’s 100 Most Valuable Brands 2009 list.

Going by the global standards, in the last fiscal, Brand Finance (an independent company focused on the management and valuation of brands) summed the brand value of Tata Group of companies at a whopping $11.4 billion. Brand Tata was ranked 57 among the top 100 global brands. So, what’s the secret of this success? Well, the group follows its brand building mantra – Leadership with trust – very religiously. But then, more than the mantra, it’s the strategically developed brand association with consumers that has done the trick. Avers Ronnie Talati, VP & Business Head, Fastrack to 4Ps B&M, “The brand Tata has evolved so much with time that today which ever segment the brand enters; it has its own trust and goodwill.”

Even today, almost all the campaigns coming from the stable of Tata Group are sticking to the same line. Be it Tata Tea’s Jago Re... or Voltas’ India ka dil, India ka AC or Tata Nano – The People’s car; they are all targeted at the aam admi with a sense of patriotism and trust, thus managing a better connection than many others. Supports Yashish Dahiya, CEO, Policybazar, “Tata Group has built on its rich heritage and added to the flavour of the current times. Apart from building on the traditional sectors, it is now championing the sunrise sectors like IT, hospitality and consumer products.” Certainly, owing to its rich legacy and thought provoking campaigns, the brand has been able to create a strong influence on the masses.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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