Tatas push for global brand identity

Over 58% of group's turnover of $100.09 billion now comes from geographies outside India

The Tatas are preparing a blueprint  to invest in pushing the Tata brand globally across regions  and have identified US, Europe and Africa as their three key areas of focus.

The move is being made because over 58% of the group’s turnover of $100.09 billion now comes from geographies outside India and it is growing.

The group has not spent much time in pushing the group identity abroad after 2001 when the famous T symbol was designed  and in 2004 during the cenetary year celebrations .  

The plan of action will include taking advertising time on television  channels,  booking  key hoardings in international airports in the US and also identifying sports with which it can be 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.   

The three key regions  have been identified with care. Africa for instance is becoming a big market for the Tatas where it has a substantial presence now.  The Tatas for instance have a big presence in the automobile sector which include a commercial vehicle assembly plant, a bus body fabrication plant, and distribution companies for selling vehicles. It also has presence in hydroelectric power generation,  communications, hotels  IT ,  chemicals and even in the FMCG space through Tata Global Beverages.   

In the US  internal discussions have shown that despite the Tatas being the largest India headquartered multinational in north Amercia (including Canada) with the presence of eleven companies and contributing for a large part of the international turnover the group identity needs to be strengthened. 

In the US the group is known through  Tata Consultancy Services, Tata Global Beverages brands like Tetley and Eight O Clock coffee  and Jaguar and Land Rover. In the UK and Europe again the Tatas are known through the car brand of Jaguar,  Land Rover and the tea brand of Tetley.

The Tatas according to the UK based brand valuation firm Brand Finance is ranked 39h in the pecking order of the worlds most valuable brands in 2013, the only Indian brand in the coveted top 50. Also it has been able to improve its ranking from number 45 in 2012. Its brand value has also grown to $ 18.6 billion. However there are many brands which include Hyundai, China Mobile, NTT, The Home Depot,   Chase which are ranked higher than the Tatas.    But its brand value is already more than Nestle, Ikea, Hitachi or Nike.