TATA Chemicals brand consolidation: Power of one?

TATA Chemicals brand consolidation: Power of one?

In July 2010, Sujit Patil, Head Corporate Communication for Mumbai-based Tata Chemicals (TCL) had to develop a company branding strategy after a series of acquisitions. TCL had acquired several of the top five producers in the soda ash business, making it a commanding player in the global industrial...

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Bibliographic Details
Main Authors: TULI, Kapil R., SPROULE, Kevin
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2012
Subjects:
Branding
Brand Unification
Brand Consolidation
Global Branding
Branding Strategy
Strategy
Post-Acquisition
Post-Acquisition Issues
Post-Integration
Post-Integration Issues
Advertising and Promotion Management
Marketing
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/41
https://cmp.smu.edu.sg/case/2991
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/cases_coll_all/41
https://cmp.smu.edu.sg/case/2991

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