Consumer Bases Brand Equity

1. MANORANJAN K
BRAND AUDIT

2. Brand History
Taj Hotels Resorts and Palaces founded on Dec 16,1903 by Jamsetji TATA is the subsidiary
of the Indian Hotels Company (IHC) owned by the TATA Group
It was Mr.TATA’s vision to build a world class hotel to restore the image of Mumbai and
attract people from all over the world that led to the formation of Taj Hotels

3. Brand Story
With a philosophy of service excellence and a history of more than 100 years the
TAJ group has become the epitome of best in class hospitality.
The renovation of former royal palaces in India into world class luxury hotels such
as the Taj Lake Palace in Udaipur has added iconic heritage importance to its
properties
With more than 93 Hotels in 55 Locations across India and 17 international hotels
TAJ has been described as the symbol of strength and resilience of the Indian
people by US president Barack Obama after the 26/11 attacks

4. Brand Portfolio
Grand Palaces and Iconic Hotels
Luxury Residencies
Taj SafarisTaj Exotica Resort & Spa
City Hotels

5. IDENTITY
MEANING
RESPONSE
RELATIONSHIP

6. Luxury Hospitality
“ Luxury Hotel and Resort Chain of the TATA group ”

7. “HNI, Well Exposed to Global Culture,
International Tourists , Business Magnets,
Elegant , Classy , Elite
Heritage, Tradition and Pride of India offering
unrivalled luxury”

8. “Best in class , Renowned & Most sought-after
service, Iconic, Elite and Royal treatment with
Intimacy & Customer is God Approach from staff,
Environment that allows its guest unrivalled
comfort and privacy ”

9. “Pampered, Self Actualized & Honoured,
Taj invokes Pleasure, Warmth of affection, Social
recognition & a sense of Security. Emotional and
unique equity of its iconic properties creates unique
experiences , lifelong memories and stories to tell.”

10. “Unmatched Quality and Credibility,
Superior to competitors , First in
consideration, Value for money ,Belief in
TATA trust, values and principles ”

11. “Strong Connect with Royalty which
make consumers long for the
experience –Live Life King size
enjoying the best in class Indian
Hospitality”

12. Brand Extension
TAJ SEAPLANE SERVICES- Direct from Airport to the
nearest water body located next to TAJ hotel or resort. A Visual
treat and a unique experience for the International tourists and
Business Magnets.
TAJ HELICOPTER SERVICES – Hassle free travel
away from the traffic congestion and bumpy rides, the
TAJ helicopter service will carry the Guests to their
exotic locales and destinations -from mountains to valleys
and green fields to deserts.

13. Brand Extension
TAJ EXTREME ADVENTURES – An exhilarating
and Thrilling experience to cap of a wonderful stay.
Pictures and Videos adding to further Word of Mouth &
Publicity

14. THANK
YOU