The reports talks about the topic social branding and views the case study of Tata as a relationship builder. It also includes contemporary issues in branding and innovative branding.

1. Social Branding: Tata Brand as a Relationship Builder

2. Social Branding
Social Marking, otherwise called a supportability brand, was at one time the space of
not-for-profit associations. It is a way of reflecting your business values and marketing message,
especially the company’s commitment to social and environmental responsibility. At the hour of
composing social marking is similarly used by socially-cognizant organizations that are having a
constructive outcome on society, while likewise making money.
What is a Social Brand?
A Social Brand is similar to any showcasing brand.
Few tips to start social branding:
The critical contrast is that a social brand will mirror your organization's obligation to social and
ecological duty. Going past simple benefits, a social brand will motion toward your partners that
you have a genuine, significant, real message about your local area and the world on the loose.
Extend Visual Branding:
● Play out a web-based media review across the entirety of your records.
● Guarantee logos, standards, profiles, posting rhythms and handles and review
consistently.
● Ensure you post on a predictable timetable reliably and that your substance lines up with
the look and feel of the marking you've set up.
Benefits
Acquiring brand acknowledgment is one of any business' most significant promoting objectives.
That is on the grounds that shoppers need to purchase brands they perceive. That is on the
grounds that shoppers need to purchase brands they perceive. This helps the organization create a
strong social brand awareness.
Crowd research is like social tuning in. It looks through the watchwords your crowd will utilize,
however it's more centered around your particular item. You can utilize online media to
accumulate this data. Not only can this be used to determine which qualities the consumers like
but also allow the organization to understand the demand for a particular brand better.

3. Clients follow and collaborate with brands they appreciate. In any case following studies done in
the past, it’s assumed 53% of clients who follow your business are probably going to be faithful
to your business explicitly. Meaning social branding can and will eventually result in consumer
royalty given your brand provides quality products and meets consumer demands efficiently and
effectively.
Introduction to the Project
For the project we had to touch up on any one aspect of Unit 8, and our group chose the social
branding aspect. Keeping that in mind, we decided to go with the brand Tata. Before going into
details, let’s discuss what we refer to as a brand:
A brand is a name, term, sign, image or plan proposed to recognize the merchandise or
administrations of an organization and to separate them from those of the contenders. A brand is
important for multiple reasons such as:
1) Differentiating The Product From The Competition.
2) Helps Develop A Personality and a brand identity which is the visual representation
tool to express the brand’s personality.
3) Helps Develop A Suitable Brand Image.
Not only this but a brand can also help a company financially by driving sales and profits,
increasing the worth of the firm, and power to control the pricing as it seems fit. So it is clear the
brand of a company plays a very important role in the survival of a business. A key topic relating
to brands is the concept of using brands as relationship builders, which is a process of using the
brand in itself as a way to connect with the consumers. The simplest and basic way of brand
relationship has been provider/consumer for a very long time. But as competition increased, the
dynamic has changed to make it more unique, personal and strong to stand out of the
competition.

4. Brand - Tata
Established in 1868 by Jamsetji Tata, the organization expands in multiple sectors which it has
dominated to an extent. It has acquired worldwide acknowledgment in the wake of buying a few
big name worldwide organizations such as Jaguar, Land Rover etc. The organization has grown
to become one of the most trustworthy, reliable names across India owing to its history, spirit,
goals and many other factors. Tata industries in its initial years resorted to innovation as its
strategy through new product developments, technological upgrades. The growth strategy helped
the company pioneer several industries in India: power, steel, airlines, and hospitality.
In addition to that Tata has also 5 values that it follows:
● Integrity
● Responsibility
● Excellence
● Pioneering
● Unity
These values have contributed to the success of Tata and are expected to do so in the future. That
is why we have chosen this company and study the effect of social branding and how the brand
in itself builds and maintains relationships with its customers.

5. Data Analysis
Question 1
Out of the respondents, 75% of the respondents purchase from the brand Tata and the remaining
do not. It can be observed that Tata is a popular brand choice in different sectors amongst the
public.
Question 2
On being asked about the purchase behaviour of the respondents with respect to the brand Tata, it
was observed that the most common answer was occasional purchases (with 48.9%) from the
given brand. This potentially suggests that Tata could be a go-to brand for festive or special
occasions. Despite Tata being a popular brand, it was evident that some respondents still haven’t
purchased from it.

6. Question 3
Amongst the many perks offered by Tata, it was seen that most respondents i.e 80% preferred it
over other brands due to the superior quality offered but some of them also chose it for the brand
loyalty and offers put out by them following it with the lowest percentage.
Question 4
On being enquired about the objective behind purchasing from the brand Tata, it was highlighted
that the quality provided by the brand is the main feature that attracted 60% of the consumers.
The good quality is followed by the value of purchase with over a quarter percentage, potentially
due to the reasonable prices which gives the impression of a rational purchase.

7. Question 5
40% of the respondents resonate with the value of excellence, followed by history. This suggests
that along with the high regard for quality provided, Tata has earned a goodwill amongst
competing brands. The history and responsibility of the company also stack up closely behind
them showing that it is a combination of all of them.
Question 6
The average answer for the question was 7.5, suggesting that most of the respondents were
satisfied with the brand. It was also observed that the respondents who were unsatisfied with the
brand were those who answered ‘Never’ under the purchase behaviour observed (Question 2).

8. Question 7
More than half of the respondents did not get a feeling of uniqueness while purchasing from the
brand Tata. This suggests that Tata has morphed into a common, household brand for the public
in their purchases.
Question 8
It was discerned that the brand’s concern towards environmental betterment and other social
activities had a positive influence on the purchase behaviour of consumers as over 84.4% of
people agree to it. This hints that Tata has a very strong brand image.

9. Question 9
It was surveyed that most respondents would rather choose a foreign competitor than Tata if both
provided at par. This indicates a mindset that foreign quality of products is superior to their
Indian quality.
Question 10
The average consumer rating for Tata products was 7.78, insinuating that most of the respondents
were satisfied with the products. It was also observed that the respondents who gave a lower
rating were those who answered ‘Never’ under the purchase behaviour observed (Question 2).

10. Recommendations
Despite having a very well established brand, some key shortcomings were noticed after
studying the responses of the survey which need attention. These are listed below along with a
potential strategy or approach to solve these respective problems.
Customer Perception
Tata is always considered as a brand whose products are hugely used for commercial purposes
by people. This majorly applies to the automobile sector of Tata's products. When the car Nexon
was released it was considered to be the safest car among all the others, but still couldn't make as
many purchases as expected because of how people in the market look at Tata's vehicles. So to
improve the brand situations it should take some appropriate measures to change the way
customers perceive Tata as a brand.
Communication for a Consumer Connect
The idea is to give the brand a far more emotive personality and bring out a new advertisement
campaign of ‘awesomeness’ in that direction.Using young achievers and influencers will help
create an emotional connect with the target buyer. Consumers will get opportunities to interact
online or on-ground with the young achievers, leading to attachment to the brand.
Strategies like creating campaigns, trends can help Tata keep their consumer base engaged.
Building a strong community is key to customer connection as they not only act as a way of
engagement but can also be a source of insightful feedback, which is very important to an
organization and helps the brand grow. Communities on social media platforms act as a place
which serves as a medium of communication with not only just the brand, but also with other
customers of the brand and these community members get access to exclusive products, deals, or
events.
Brand Loyalty
Another problem that has been identified about Tata is the loyalty factor with the consumers,
consumers are not being loyal with the company and are switching easily towards other
alternatives, so we think that Tata should start a premium membership program or loyalty

11. program that will make it easier for the Tata consumers to buy Tata products by availing
discounts which is only available to the premium members. This method has been proved to be
very useful with companies such as Amazon, Airtel etc, and the company should also do market
research about why people are switching that easily by surveys, focus groups and other
interactive ways to understand the situation more clearly in order to rectify it accordingly.

12. Conclusion
When we look at the findings that we have collected from the surveys, we start off by finding
that Tata is a popular brand among users. So, if this is the case then Tata must take measures to
maintain this and also try to develop their popularity. They must not only work on this but ensure
that this popularity is very well turned into sales of their core products because this is the main
objective of any organization by default. This being said, even though it's a popular brand, many
people don’t go for the purchase of products of this particular brand. This can be altered by
looking at the perks that the customers think they get when they purchase from Tata. One of
them being the quality and the secondary being the brand loyalty. If they cater to the needs of
customers with these two aspects in mind, they can maintain their brand awareness while
simultaneously increasing profits. The next thing that we observed was the high amount of
goodwill that the company possesses in the market owing to multiple reasons like social service,
quality, asset possession etc, according to the survey. Tata, despite its values and objectives. This
can be changed by providing additional features, offers and not just quality with basic
satisfaction. Tata also focuses a lot on their part of what they have to do for the society and
environment. This gives them a good brand image and gives even more reason for consumers to
get behind the organization.
Tata is one of the most successful brands of India which offers a lot of services and products in
different fields. If they keep up to their reputation and also focus on building better things, then
they can prove those people wrong who think that foreign brands are better.
Through this research we have learnt that social branding, when done right, can be one of the
strongest strategies a company can adopt to develop its business both in short and long term. At
the same time it has also shown that regardless of the size of the company, the reach and the
turnover, there are still some aspects which are hard to get right and need more attention and
time in order to accurately achieve the goals and objectives of the organization.