In light of Tata’s experience, discuss the benefits and risks of a group brand vs. an individual company brand
Advantages
Group branding improves core terms of business communications. Ratan explained that this strategy would undoubtedly get the businesses to function synergistically with one another.
Ratan Tata had been thinking about a number of measures that he expected will give the group a more powerful and combined brand identity. The rationale behind these measures had been to allow Tata Sons to assume responsibility for marketing a single Tata brand name that could be utilized by all businesses that subscribed to the Tata Brand Equity Plan. Every opting-in business would undoubtedly get the advantages of the centrally endorsed Tata brand name and of the Tata connection.
Furthermore, collaborating businesses inside a group brand would be expected to adhere to a specific code of conduct to guarantee uniformly top quality and respectable business methods. In Tata’s situation collaborating businesses would qualify for acceptance of exceptional counsel of Tata principles.
Furthermore, a group brand name uses the possibilities and defend against the aggressive risks. The Tata brand had been an effective force and a greatly beneficial commercial asset, therefore would reverse the competitiveness risks because of the opening of the local Indian economic system. Preferably a group brand name, in contrast to an individual brand as outlined by Ratan produces a single powerful value that rewards all of the businesses (Khanna et al., 1998).
Dangers
An obstacle within the Group branding would be that it is expensive to the individual businesses because of a yearly participation towards the holding organization. Tata Sons would undoubtedly need a yearly participation associated with each firm's net earnings to be able to satisfy the expenses of the growth, advertising, and safety...
References
Khanna, T., Palepu, K. G., & Wu, D. M. (1998). House of Tata, 1995: The next generation (A).
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