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BRAND EQUITY AND BUSINESS PROMOTION (BEBP)

Brand Equity and Business Promotion (BEBP)

In 1997-98, the Tata group initiated a corporate identity programme to enable the use of the Tata name by group companies who subscribe to its Brand Equity and Business Promotion (BEBP) Programme. This was done in order to grow and sustain the power of the Tata brand. The BEBP Agreement signed between Tata Sons (the promoters of the group) and the Tata group companies, authorises Tata Sons to protect and enforce the appropriate usage of the Group Composite Mark (GCM). The agreement stipulates, among other things, the responsibility for protection, and action to be taken, in case of any potential infringement caused to the Tata name or the GCM.