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Morgen Witzel
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Tata: Evolution of a Corporate Brand Kindle Edition

by Morgen Witzel (Author) Format: Kindle Edition
4.6 4.6 out of 5 stars 25 ratings
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A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano (the world's first Rs. 1 Lakh/ below US$ 2500 car), is set to change our perception of India': on the threshold of becoming a truly global brand.*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. 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.
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  1. ISBN-13
    978-0670084067
  2. Publisher
    Portfolio
  3. Publication date
    3 August 2010
  4. Language
    English
  5. File size
    2102 KB
  6. See all details
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Customer reviews

4.6 out of 5 stars
25 global ratings

Top reviews from India

Kisalay
5.0 out of 5 stars Must read book about the Tata Brand
Reviewed in India on 20 November 2013
Verified Purchase
DISCLAIMER: I used to work for one of the Tata Group companies when I read this book. My review is a bit delayed and I no longer work for them.

Fantastic read. Not for one moment did I get bored or thought the author was rambling. The history of the Tatas along with analogies and quotes etc. is very well laid out. Since I don't belong to the advertising world, most of the stuff that the author talks about in terms of relating events and stories to advertising concepts appeared a bit too abstract for me. Some of them were straightforward, but there's this one diagram he keeps referring to at 4-5 junctures of the book which made little sense to me. Despite all that I say, it's one of the most comprehensive books I have read about the Tatas and is definitely very holistic in approach in covering all aspects of the group and giving the reader a perspective of the philosophy behind the Tata group.

Don't miss it ! Also, the fact that it's usually on back-order on almost all sites speaks volumes about the book.
5 people found this helpful
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Nihar
5.0 out of 5 stars Does justice to the Tata legacy
Reviewed in India on 18 November 2018
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Perfect book! Tells you everything about Tatas. The way they do business, how they have grown and the incredible role they have played in Indias growth
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sachin chavan
5.0 out of 5 stars Worth reading
Reviewed in India on 12 September 2017
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I purchased just to know an opinion of an outsider about TATA, and worth reading. Prefer R. M. Lala's if you want to know about TATA more in detail.
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ashok M
5.0 out of 5 stars This book goes to the core of what the 'Tata' ...
Reviewed in India on 28 July 2015
This book goes to the core of what the 'Tata' brand means and does. It tries to unravel brand identity in terms of the umbrella brand and the individual company brand. The book gives a recent account of the Tata brand (post 1990) and it is helpful for the reader to make out the Tata group as it is today (that is the 21st century).
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Top reviews from other countries

Shahroz
2.0 out of 5 stars Disappointed by the lack of details
Reviewed in the United Kingdom on 15 September 2019
Verified Purchase
Was expecting a lot more things from this book but was disappointed to see such lack of details in this book
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Will
5.0 out of 5 stars I am a USA citizen so TATA is foreign to ...
Reviewed in the United States on 19 November 2015
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I am a USA citizen so TATA is foreign to me. However, this book has helped me close the gap on the information I did not know. I am still reading it and digesting it. But I am enjoying it deeply and had my other employees read it too.
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Deborah Jean Marie Boyd
5.0 out of 5 stars Five Stars
Reviewed in the United States on 7 April 2015
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fantastic company and family
easy to read
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