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’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: on the threshold of becoming a truly global brand.

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.

THE AUTHOR

Morgen Witzel is an honorary senior fellow at the University of Exeter Business School, and a senior consultant with the Winthrop Group of business historians. He is the author of fifteen books on business and management, including Management History and the best-selling Doing Business in China, as well as Be Your Own Management Guru, published in 2010 by Penguin Portfolio. His articles and reviews have appeared in the various publications around the world. For more details visit www.morgenwitzel.com