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The Brand Acquisition Route

In: Brand Breakout

Author

Listed:
  • Nirmalya Kumar
  • Jan-Benedict E. M. Steenkamp

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.

Suggested Citation

  • Nirmalya Kumar & Jan-Benedict E. M. Steenkamp, 2013. "The Brand Acquisition Route," Palgrave Macmillan Books, in: Brand Breakout, chapter 0, pages 93-113, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27662-9_5
    DOI: 10.1057/9781137276629_5
    as

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