TataThe Evolution of a Corporate Brand

AuthorMorgen Witzel
Rating
Price896

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.

Publisher Penguin
Publication Date 05/10/2011
Number of Pages 256
Binding Hard Back
ISBN 9780670084067
Category Non Fiction , Business and Management , Finance , Management Skills , Banking , Human Resource , Media Studies , Management and Leadership

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