Tata Group pushes for global brand building

Regions for focus to be the US, Europe and Africa

Tata Group is preparing a blueprint to promote the Tata brand globally and has identified the US, Europe and Africa as  areas of focus.

The plan of action will include taking advertising time on television channels, booking key hoardings at international airports in the US and also identifying sports to get associated with. In Europe, it might look at golf, though many football clubs and teams have approached the group for sponsorship deals. Group companies will also be roped in to invest together in the brand.

Places outside India account for at least 58 per cent of the group’s current turnover of $100.09 billion (Rs 6.09 lakh crore) and their share is growing. The group has not made investments in the brand abroad since the centenary year celebrations in 2004. Before that, the exercise had been undertaken in 2001, when the famous ‘T’ symbol was designed.

The three key regions have been identified with care. Africa, for instance, is becoming a big market for Tata Group, where it has a substantial presence. The Tatas have a big presence in the automobile sector of the continent, including a commercial vehicle assembly plant, a bus body fabrication plant and distribution companies. It also has presence in hydroelectric power generation, communications, hotels, information technology, chemicals and even in  consumer goods.

Tata Group is the largest India-headquartered multinational in North America with the presence of 11 companies. But internal discussions shown that the group believes its identity needs to be strengthened further.



In the US, the group is known through Tata Consultancy Services, India’s largest software exporter, Tata Global Beverages brands’ like Tetley and Eight O Clock coffee and luxury car maker Jaguar and Land Rover.  

The Tatas, according to UK-based Brand Finance, is ranked 39th in the pecking order of the worlds most valuable brands in 2013, the only Indian brand in the top 50. Also, it was able to improve its ranking from number 45 in 2012. Its brand value has also grown to $18.6 billion. Brands such as Hyundai, China Mobile, NTT, The Home Depot and Chase are ranked higher than the Tatas. But its brand value is already more than Nestle, Ikea, Hitachi or Nike.