TATA TIGOR CASE STUDY

SUMMARY

Sector:  Automotive / Transport

Brand type:  Stand Alone

Primary Client:  Tata Motors

Trademark territories:  35 jurisdictions

Trademark classes:  2

Countries:  34

Languages:  94 languages (including 20 Indian languages)  

Validation types:  Localized Language, International Language, Trademark Identical, Google, URL

International Standards Implemented:  ISO 9001 Quality management and process implementation (Appella Ltd),  ISO 639-2 Language codification

BACKGROUND


Tata Motors, a subsidiary of the Tata Group, wanted a name for their new small but nippy sedan to stand alongside the previous year’s Tiago hatchback (also Appella named). 

PROJECT


The requirements were for a name with the same number of letters as the Tiago and for worldwide recognition. This was time-consuming as we needed to run through all 5, 000 plus international words of 5 letters to find those that sat easily with the successful Tiago. ‘Tiger’ as a T + I (vowel sound) + G + R + E or + E + R as in tiger, tigre (French), tyger (Czech), tigr (Russian) etc. was globally recognisable. The –OR suffix added a bite of big engine spice to the name.