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The Taj Group of Hotels rated as No.1 breakaway brand as per Young & Rubicam's Brand Asset Valuator Study

Breakaway brands, as defined by the study, are brands that dominate their category and steer ahead of competition

February, 2014

Mumbai, Feb 2014: The Taj Group of Hotels emerged as the frontrunner in the breakaway brand category according to Young & Rubicam's annual brand study - Brand Asset Valuator (BAV). The study, which is Rediffusion - Y&R's proprietary brand diagnostic tool, is India's largest study of consumer sentiments with respect to brands. The BAV study surveyed over 10,000 consumers across 16 cities and covered 1,400+ brands from 100+ categories that ranked The Taj as the No. 1 breakaway brand in India. The Taj was rated as the No.1 breakaway brand ahead of global heavyweight Facebook (No.2). The BAV study evaluated brands on more than 70 different metrics such as imagery, usage, preference, consideration, knowledge, etc. On each of these parameters, the Taj was rated better and more favorably than its peers. An overwhelming percentage of consumers positively rated Taj on all the key metrics that resulted in the brand's topmost ranking in the country.

Commenting on the achievement, Mr. Raymond Bickson, MD & CEO, Taj Hotels Resorts & Palaces, said, "It is a privilege for us to be recognized as the No.1 breakaway brand by Young & Rubicam's Brand Asset Valuator Study, which is one of the most reputed brand studies globally. The Taj brand, built over a century, is world renowned for its impeccable service. It is one of the most respected and admired brands in the hospitality industry and is growing rapidly in our desired key markets. This recognition is yet another testimony to the deep levels of engagement that our guests experience with the Taj brand."

"Our commitment to deliver exceptional service quality and surpass our own benchmarks in global hospitality, resonate with the high expectations of our guests world over. We are honoured to be recognized as the No.1 breakaway brand and are delighted that both our brand stature and brand strength are amongst the highest. This recognition is an acknowledgment by our guests and continues to motivate us to deliver exceptional and memorable experiences to our guests." said Deepa Misra Harris, Sr. Vice President, Global Sales & Marketing, Taj Hotels Resorts & Palaces.

"Brands that satisfy customers' expectations in a unique yet practical way by deeply understanding the customers' needs, will always rise above the competition. Taj has been able to achieve this which reflects in its Brand Asset Scores being significantly higher than the rest of the category. The strength of the brand reflects not only on the brand health and asset but also on preference and loyalty which are key metrics affecting the bottom line of any brand" said Gautam Talwar, Chief Strategy Officer, Rediffusion Dentsu Young & Rubicam.

About Taj Hotels Resorts and Palaces

Established in 1901, The Taj Group of Hotels is one of Asia's largest and finest group of hotels, comprising 108 hotels in 63 locations across India with an additional 17 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East. From world-renowned landmarks to modern business hotels, idyllic beach resorts to authentic Grand Palaces, each Taj hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury. For over a century, The Taj Mahal Palace, Mumbai, the iconic flagship has set a benchmark for fine living with exquisite refinement, inventiveness and warmth. The Taj Group of Hotels is part of the Tata Group, India's premier business house.

About Brand Asset Valuator

Rediffusion-Y&R's proprietary brand diagnostic tool called the Brand Asset Valuator® (BAV) is the country's largest study of brand sentiments with insights garnered from 10,000 real consumers on 72 brand metrics. Developed over 20 years with the help of professors from MIT Sloan, Dartmouth, and Columbia, Rediffusion-Y&R perfected the BAV® tool to answer this simple question: What makes some brands grow to iconic status and others decline? The BAV® database of more than 1400 brands across 100 categories provides an understanding of how Indian consumers evaluate brands and how brands gain and lose strength. To know more about the BAV rankings, methodology and more, visit www.bavindia.com.

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