7 years into an internal brand licensing program, and on the verge of a major international thrust, the group was keen to assess how much value the TATA brand was driving for the group, by itself. Using the Economic Profit approach, 17 group companies were studied to isolate the direct impact of the TATA brand in driving wealth creation.
Consequently, the TATA brand emerged as one of the 100 most valuable names on the planet. However, relative to the same 100, the TATA brand could clearly play a larger role in creating value for its shareholders. By isolating the value, role and drivers of the TATA brand, the exercise provided a strong foundation for positioning the group internationally.