No Brand Confusion Expected From Jaguar, Land Rover Sale to Tata

Branding expert and fashion magazine publisher Jack Yan, who co-authored Beyond Branding and serves as a director at the Medinge Group think-tank, says that he foresees no problems with the Jaguar and Land Rover brands now that they are under the Tata Group of India.

"There has been some fear-mongering among some quarters, but it'll be business as usual for Jaguar and Land Rover," he says.

"If anything, the current marketing push will get stronger because the brands' futures are assured."

Mr Yan says that on the front end, little will change about either brand, and no advertisements will go out with "Jaguar-a division of the Tata Group".

He says that fashion-label mergers are a better sign of how Tata will handle Jaguar and Land Rover than earlier automotive tie-ups such as BMW-Rover or DaimlerChrysler.

"You don't see Alexander McQueen or Chanel or any of the European fashion brands proclaim ownership by LVMH or Gucci.

They continue an illusion of independence," he says.

Among his interests, Mr Yan publishes Lucire, an international fashion magazine that has print editions on three continents.

"When it comes to the luxury sphere you will see brands treated with more reverence.

Bugatti, Lamborghini and Bentley are owned by Volkswagen, and Rolls-Royce by BMW, and that is more likely going to be Tata's approach."