Marketing Management: Indian Cases, 2nd Edition by Pearson

CASE 11

Brand Taj: Managing Legacy with Strategy

Taj Hotels, the flagship brand of the Indian Hotels Company Limited (IHCL), topped the list of the strongest Indian Hotel brand by Brand Finance, a leading independent brand valuation and strategy consultancy firm. Listed among the Top-50 world’s leading hotel brands, Taj scored 88.9 out of 100 on the Brand Strength Index, with a corresponding AAA rating, demonstrating strength in customer familiarity, employee satisfaction, customer service, and corporate reputation. The India-born brand, Taj Hotels brand value stood at US$314m, an increase by 6 percent since 2021. Founded by Jamshedji Tata, the visionary behind the Tata Group, the company opened its first hotel—the Taj Mahal Palace in Bombay ...