The Brand Acquisition Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

Chapter Four in Brand Breakout, 2013, pp 93-113 from Palgrave Macmillan

Abstract: Abstract Jaguars are the largest of the South American cats. In native language, jaguar means “he who kills with one leap,”1 a description that fits such characters as James Bond and the winners of Le Mans, the world’s oldest sports car race of endurance and efficiency. The jaguar figure fixed on the hoods of automobiles has become iconic and, for a time, was the world’s most coveted automotive brand. No wonder Ratan Tata said that the Tata Group’s chance to own the Jaguar brand was “irresistible.” Overnight, for $2.3 billion, Jaguar came to belong to Tata Motors and India.

Keywords: Brand Equity; Global Supply Chain; Tata Motor; Sovereign Wealth Fund; Global Brand (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27662-9_5

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DOI: 10.1057/9781137276629_5

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