The Tata brand valued at Rs 10,000 crore in 1997-98 — is said to have witnessed a consistent improvement in growth on the parameters of “relevance” and “affinity”. This has come to light through an internally commissioned research report by Pathfinders, which has drawn up a brand map for the Tatas, and points at the steady rise in both parameters between December 2000 and July 2002.
The brand is being tracked every six months to estimate its standing on these two criteria and as to how this impacts its valuation. As per the Pathfinder brand map, the Tata brand continues to remain the leading brand in India, with it qualifying close to 65 in terms of affinity and around 90 in terms of relevance, on a scale of 100, as on July 2002.
It has steadily risen from approximately 55 in affinity and around 80 in relevance, on December 2000. According to the findings of the report, growth on these parameters is faster between December 2001-July 2002, as compared to that between June 2001-December 2001. The study was done in comparison to top five corporates in the country, and conducted through a sample of 5,000 people in 13 towns.
According to sources, the idea behind the commissioning of the report was to give the 125-year old Tata brand a young, live and vibrant image amongst the discerning consumer. Even as the Tata brand touches people’s lives across a whole gamut of consumers and across the length and breadth of the country, the group is now increasingly targeting the customer in the age group of 15-30 years, in line with its contemporary new technology image.
To achieve this, the Tatas have identified music and sports as the two vehicles which can deliver the required push.