DEFINING BRAND FROM PARENT BRANDS Another way to look at the Titan watch brand would be to understand how it nested within the larger scheme of the parent brands. Tata has many different brands of which Titan Company Limited is one brand. In the same way, today the Titan Company Limited has multiple brands of its own within which Titan Watches is one brand. The nesting exercise helps look at the companies from a zoomed out view and helps form an understanding of how each company is positioned within its larger parent brand. Tata has several brand portfolios, of which Titan Company Limited is the ‘Lifestyle Product’ division. What this means is that if Tata has to make watches, backpacks, jewellery, accessories, shoes, clothes, etc then they would be made under Titan Company Limited. Essentially everything that you ‘wear’ on your body from the Tata Company comes from Titan Company Limited. Likewise, Titan watches is one out of four other watch companies within Titan Company Limited and is positioned to make the mid to high range priced watches. While each company that stems out of a parent company will have some points of similarity, it is the differences that will be most important to point out. Looking at the brand design of each of these, we get better clarity to where Titan sits. The Tata logo was designed by Wolff Olins, and the branding design for Titan Company Limited was handled by Ray and Keshavan. By reading more into the branding design we can lay out some defining attributes. This was further interrogated, mapped and organized as shown on the next pages.
Figure 125. Titan Watches 2018 Attributes
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