Flaunte January 2013 Edition - New Delhi Institute of Management

The second feature is the Brand projections and actions that are aligned to the core values
of the brand. Ratan Tata demonstrated though his actions that nation building, giving back
to the society and and making Tata a successful global brand is close to his heart. This, in
spite of the fact, that in 2010 alone, the Tata trusts disbursed Rs. 500 crore to various
causes and institutions.
A leadership acts as an engine that takes care of early planning and picking the right people
for the future and trains them to take on bigger responsibilities for whole business enterprise.
This demonstrates how he empowered and built a leadership pipeline.
The third aspect of the personal brand is the Brand perception. Most of the leaders uses
their core values which results in success and become the brand perception in the minds of
public. While Jack Welsh did a lot for people development and building leaders in GE, at one
time his brand perception was “Neutron Jack”. Keeping these values, we could assume that
Ratan Tata most of the time operated brand.
Tata companies share five core values – integrity, understanding, excellence, unity and
responsibility. In his period, he ensures adherence to the Tata ethos and value system. Tata
Group's name is synonymous with India's industrialization.
Ratan Tata’s brand perception is aligned with his brand identity. He is considered, credible,
authentic and effective. Therefore live up to the brand Ratan Tata as he focused on 3 things
to make Tata as a successful global brand: efficiency, globalization and innovation.
Now, the biggest challenge for Mr Mistry would be to ensure that the Tata companies are
able to sail through the global slowdown as he plans to invest more than 450 billion rupees
($8.2 billion) over the next two years, and also there is need to maintain status of the best
Indian brand in the world.
BRAND EQUITY OF TENDULKAR - PRE & POST By Abhishek Mehta
On Sunday, the 23 rd of December, when most
of us were in a laid back mood, the iconic
Sachin Tendulkar created ripples by deciding
to call it quits from the (ODI) one day
international format. It was surely heartbreak,
not only for the aficionados’ but also for the
brands, the corporate houses who had
Tendulkar for so long as their brand
ambassador. The Little Master currently
endorses as many as 17 brands and the brand
value stands at a staggering Rs.200 crores.
The list of his endorsements includes some of
the heavyweights namely- Adidas , BMW, Audemars Piguet, Aviva, MRF, Boost, Sunfeast,
Reynolds, VISA and the list goes on but, if industry sources are to be believed ,then all the
aforesaid brands have become pensive after having learnt about Tendulkar’s retirement and
are set to do some revisions( not now necessarily) which would ,eventually, affect the brand
equity of the cricketing Legend. As much as 50% or more of the brand value of Tendulkar is