Point of view: How to commit brand suicide

This article looks at how the once mighty Tata brand in India has fallen on hard times as a dispute between different management fractions severely damages its credibility.

Point of view: How to commit brand suicide

Anvar AlikhanJWT

India's most powerful, and valuable, brand has long been Tata. In 2015–2016 the brand was valued at $13.7 billion, but perhaps a more meaningful way of understanding its power is offered by the following anecdote. Arun Maira, a Tata executive, was returning from an overseas trip. He was stopped at the airport by a pernickety customs officer who refused to accept the value of the items he had declared. Seeing the argument between the two, the senior customs supervisor walked up and asked Maira where he worked. "Tata," replied...

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