TY  - BOOK
AU  - Witzel, Morgen
TI  - Tata : the evolution of a corporate brand 
SN  - 978-0670084067
U1  - 659.2 WIT 
PY  - 2010///
CY  - New Delhi
PB  - Penguin Portfolio
KW  - Branding
N1  - Rs.599/-
N2  - 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. 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 ..."--Publisher description
ER  -