MANORANJAN K

BRAND AUDIT

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

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

Brand Portfolio

Grand Palaces and Iconic Hotels

Luxury Residencies

Taj Safaris Taj Exotica Resort & Spa

City Hotels

IDENTITY

MEANING

RESPONSE

RELATIONSHIP

Luxury Hospitality

“ Luxury Hotel and Resort Chain of the TATA group ”

“HNI, Well Exposed to Global Culture,

International Tourists , Business Magnets, Elegant , Classy , Elite

Heritage, Tradition and Pride of India offering unrivalled luxury”

“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 ”

“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.”

“Unmatched Quality and Credibility, Superior to competitors , First in

consideration, Value for money ,Belief in TATA trust, values and principles ”

“Strong Connect with Royalty which make consumers long for the

experience –Live Life King size enjoying the best in class Indian

Hospitality”

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.

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

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