塔塔：一个百年企业的品牌进化

by [英]摩根·威策尔 阮天悦

《塔塔：一个百年企业的品牌进化》将全面探秘塔塔能够百年屹立不倒，并发展至成为印度最大企业集团的品牌建设秘密。任何基业长青的企业，一定会有其之所以如此的理由和内在动力。从塔塔这儿，相信中国企业家可以得到不少的借鉴，从而推动中国企业的持续和稳步发展。一起来翻阅《塔塔：一个百年企业的品牌进化》吧！《塔塔：一个百年企业的品牌进化》旨在介绍印度著名的塔塔集团品牌。它是什么？过去它是怎样演化和发展的？现在它又将怎样运行和经营？人们如何看待它？笔者认为，了解塔塔集团的发展经营与品牌建设，将有助于从更一般的层面上提升对集团品牌的认识，但遗憾的是，目前关于集团品牌的详尽描述与分析寥寥无几。从这个意义上来说，无论是对于集团品牌有兴趣的读者，还是学者与品牌推广经理，都将在阅读《塔塔：一个百年企业的品牌进化》的过程中有所收获。“我将永远屹立”2008年11月26日，恐怖分子在孟买多处策划并发动了一系列恐怖袭击，包括孟买火车站、一家医院、一所犹太文化中心、一家咖啡厅和两家豪华酒店：奥贝罗伊酒店和塔塔集团所有的泰姬玛哈酒店。在接下来的两天半内，直到最后一名恐怖分子被击倒时总共有超过170人死亡，超过300人受伤。在开火驱逐恐怖分子的过程中，两座酒店的建筑都损毁严重。泰姬玛哈酒店于1903年由塔塔集团的创始人詹姆谢特吉？塔塔所建，在百余年的历史中，她已经不仅是一家酒店，更是一个精神家园。作为印度的第一家豪华酒店，又是印度人自己所建的，她因此成为孟买这座城市的骄傲。即使是从未踏进过泰姬玛哈酒店的人，也对她有着眷恋和喜爱之情。在孟买，许多普通人都梦想着能够有朝一日走进泰姬玛哈酒店，在里面的餐厅用餐。此外，泰姬玛哈酒店的忠实顾客遍布印度和世界上的其他国家。他们为这家酒店本身的魅力所倾倒，也喜爱这里的员工所提供的周到温馨的服务。印度的世界级板球手拉维？夏斯特里在恐怖袭击后告诉BBC广播台说，他将泰姬玛哈酒店视为自己的第二个家。毫无疑问，在所有的恐怖袭击中，针对泰姬玛哈酒店的袭击引起了最大的关注。在孟买，在世界各地，人们通过电视屏幕和报纸见证了悲剧发生的全过程。当战斗仍在进行时，关于酒店员工英雄主义的传奇故事已悄悄流传开来：员工用自己的身体作为盾牌，为顾客挡子弹，或是围在吓坏了的顾客周围不让他们乱冲乱撞以免伤害到自己。一些故事甚至还带着些幽默色彩。当一位顾客抱着死前尽情寻欢作乐的心态试图偷窃一瓶香槟酒和几只平底的玻璃酒杯时，一位侍者喊着“不，先生！”冲上去制止了他。那位顾客羞愧地交出了香槟。侍者接了过来，将平底酒杯换成了香槟酒杯并打开了香槟酒：如果他即将死去，至少要让他的顾客用正确的杯子喝香槟。其他的一些故事则令人心碎：总经理卡拉姆比尔？辛格？康在知道了他的妻子以及孩子已经在恐怖袭击中丧生后仍然坚持指挥援救和顾客撤离的协调工作。在11月29日午夜时，袭击结束了，酒店的工作人员以及塔塔集团的高管看到的是满目疮痍。扩建的新塔之翼（TowerWing）被严重地损坏了，被称为宫殿之翼（PalaceWing）的主楼则几乎被完全烧毁了。孟买最骄傲的象征就这样被毁灭了。……第一章价值合一小车大作为醒来吧！“我将永远屹立”印度的骄傲惊人的数字集团品牌的作用走进塔塔品牌本书

Genres: Business, Nonfiction, India, Management

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.