branding

• As we know brand of more than just names and symbol they are the key element for the company's relationship with
the consumer. brand represent consumers perception and feeling about the product and its performance everything that
the product or the service means to the consumer

• A former CEO of McDonald's sales if every asset we own every building and every piece of equipment were destroyed
in a terrible natural disaster we would be able to borrow all the money to replace it very quickly because of the value of
her brand the brand is more valuable than the loyalty of all these assets

• As per case study In June 2020 a London based brand valuation consultancy has ranked taj the strongest brand in
India. it got a brand strength index score of 90.5 out of 100 corresponding to highest band strength in terms of con

• So how is taj such a big brand? what was the branding strategy of taj behind this?

• As we know lowest way to position brand is through their attributes and the benefits they offer taj has gone beyond
this. They have positioned the brand on a strong belief and value what they call as “tajness”. the unique way to engage
and retain the customer
• They have understand that the one size fit all approach will not work anymore and are constantly trying to create an
experience customer would long for. They do not just want to deliver the service they want to enhance experience
through hyper personalized way and one way by doing it is i.e. by going digital.

They are constantly trying to create superior value of their brand like for example by giving personalized newsletter
about new cuisine to the customer based on their location, favourite dishes, and frequency of dining at the Taj. An easy
to use mobile application through which they can book, review, post query without any efforts etc

these ways Taj has took several digital and no digital initiatives to offer personalized hospitality. Which will not only
help them to position their brand effectively among competitors but will also to set the example of “tajness” they
offer.

Tajness has born out of decades of dedication towards incredible hospitality, and centuries of
building a culture like no other hospitality institution has.
for Taj, authenticity is at the root of everything. Each property, experience, dish, suite, or service
bears originality. Balancing the glory of the past with the conveniences of the modern, Taj, curates
experiences people would crave for.

Embodying the spirit of “Tajness”, authentic original palaces, landmark hotels, idyllic resorts and
natural safari lodges interpret the tradition of hospitality in a refreshingly modern way to create
unique experiences and lifelong memorie

Positioning is the position of the brand or Palaces Taj products in minds of target customers – based
on distinctive features, qualities and functions. Positioning the brand as a deliverer of superior value
to the target segment and effectively communicating that position to consumers using marketing
mix and promotion mix.

• It is said that while positioning the brand marketer should established mission for the brand and
visions of what the brand must be and do. taj is doing exactly that It is delivering what it has
promised a more personalized experience that customer we'll never forget

What branding in terms of Taj?

As we know Branding is a way of identifying your business. It is how your customers

recognise and experience your business. 

Taj, India’s Strongest Brand across industries and sectors*, It is one of the oldest brand known
for its impeccable service and hospitability. from the Indian Hotels Company Limited.

The brand continues to be one of the most revered and loved hospitality brands known
for preserving India’s heritage with a master touch of modern, and world-class sophistication
True luxury is in the details. It’s built with time and care, and an unparalleled vision With years spent
perfecting a craft. With decades spent acquiring a reputation. And with centuries spent building a
culture. Luxury becomes real when it has a legacy. And Taj is built on a legacy. One that manifests
itself in a feeling. One that has existed for over a hundred years. A feeling enriched through care,
warmth, and a strong sense of nobility.
How strong is the brand taj?

As per case study In June 2020 a London based brand valuation consultancy has ranked taj
the strongest brand in India. it got a brand strength index (BSI) score of 90.5 out of 100. And
a corresponding to highest brand strength rating of AAA+.

what was the branding strategy of taj behind this?

As we know lowest way to position brand is through their attributes and the benefits they
offer, but taj has gone beyond this. They have positioned the brand on a strong belief and
value what they call as “tajness”.
 Tajness means taking care of the tiniest of your everyday needs and addressing the simplest of
queries in a unique, never-before experienced way.

In simple term it is the tradition of hospitality in a refreshingly modern way to create unique
experiences and lifelong memories

So basically Tajness has born out of decades of dedication towards incredible hospitality, and
centuries of building a culture like no other hospitality institution has

Are they still building their brand?

Yes, they are.

They are constantly trying to create superior value of their brand. for Taj, authenticity is at the root
of everything. Each property, experience, dish, suite, or service bears originality and essence royalty.
They have learnt that the one size fit all approach will not work anymore and are therefore trying to
create hyper personalised form of customer experience people had never seen before.
They do not just want to deliver the service they want to enhance experience and are therefore Keen
towards changing need of customers. Brand as part of its’ updation is introducing technological
overhaul where three separate teams of logical analytical and digital is created to standardized
customer experience.