TATA: the Evolution of a Corporate Brand

by Morgen Witzel

Through the comprehensive introduction to the brand building and shaping process of a famous Indian enterprise, TATA, the book elaborates that the most important point for enterprise brand building is to present the social responsibility of an enterprise, which has a great guidance meaning for the brand building of Chinese enterprises. This book represents TATAs customer brand, financial brand, employer brand and community service brand as well as other aspects of enterprise brand building, and elaborates how does TATA build these excellent brands, as well as its roundabout way, existing problems and final solutions.

Genres: Business, Nonfiction, India, Management

199 pages, Hardcover

First published August 1, 2010

Reviews

[Kr Abhishek · Rating 3 out of 5]

This is not an interesting read for commoners.. For people working or interested in branding/marketing it may be a good read.. For me it was a tedious one!

[Aditya Sharma · Rating 3 out of 5]

A nice casual read, but I feel you would have to have some other extrinsic motivation to learn more about the Tata Group (which I did) in order to stay interested throughout the book.
The early chapters highlighting the origins of the company were most interesting to me. The final few chapters felt rather text-bookish and were a bit tedious.

[Girish · Rating 3 out of 5]

One of the detached writing of the Tata group and what it means to its stakeholders. For anyone who wants to study corporate brands, it definitely gives an interesting framework. If you are a casual reader who does not want to be loaded with jargons, this is still a good book on how stories and myths of the Tatas have made it what it is and how it will need a long way to go before it becomes a global brand.

[Prateek · Rating 4 out of 5]

this book has been extremely informative, i have never thought tata would be that much great as an organization. what i liked was the values on which tata lives by. the books portrays various leaders in tata and their styles.

[Mansee · Rating 3 out of 5]

Well written and researched...u do get inspired to be associated with the brand in one way or the other.

What Im curious now to know is the effect the recent Nina Radia controversy will have on the brand..

A good read for somebody interested to read about Indian Corporate brands.

[Harish B · Rating 2 out of 5]

It is a very general chronicle about Tata group with little inputs on the Brand Evolution. The last chapter is worth reading and deals with the sources of Tata's brand equity. No wow factor in the book.

[Chetan · Rating 5 out of 5]

The book is about the Most trusted brand of India. Takes you thru to the start of the making, talks about the business,employee friendly culture etc..

[Akshay Sapre · Rating 4 out of 5]

I think author is little biased. It is a good book. Facts are awesome.

[Manoj · Rating 2 out of 5]

More or less a prose of praise to the TATAs... If you are looking for how the brand was built, this is not the book to pick.

[Ankit Ahuja · Rating 4 out of 5]

Understanding one the most respected brands of the world and the complexities and challenges involved.

[Bobby Punnen · Rating 4 out of 5]

Gives a macro view of the TATA group.

[Zhang Yuanqing · Rating 2 out of 5]

Indians have good merchant. Class

[Joseph Cubby · Rating 5 out of 5]

A must read for every business executive and Indian person This book will make any Indian person to be proud of India.

[Konain · Rating 2 out of 5]

Superficially dealt. And read more like a company brochure than a book. Can be avoided.

[Sharath Raju (Barefoot) · Rating 5 out of 5]

A must-have in your 'read' list.