TATA TIAGO

TATA TIAGO 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


January 2016, the Geneva Motor Show was gearing up for action and a nippy new sedan named Zica was scheduled to star at the Tata Motors stand. The Zica – short for zippy car – had already had already won plaudits at the Delhi Auto Expo in early February 2016. Unknown to all but a few doctors and researchers the deadly zika virus infection had emerged in May the previous year in north-eastern Brazil before spreading to most states by the beginning of 2016. A public health emergency was declared in November 2015 and so at the beginning of February we received a call from our friends in Tata Motors, a subsidiary of the Tata Group.

PROJECT



The requirement was for a pronounceable name comprising four or five letters validated in 34 countries and 96 languages. We quickly produced a targeted list and then produced a comprehensive list of all existing four and five letter words in the dictionary excluding proper nouns (names for people, places etc.) None of these quite hit the mark. Upon which information we created a list of made-up words with a dynamic suffix from our Proteus program. The Tiago emerged from this new field.


At the same time the Tata Motors brand management team had launched an online crowd sourcing request for a new name for the unfortunately named Zica. Amongst their exhaustive list they simultaneously received an online Tiago suggestion and declared a winner by joint methodology. 


Within three weeks we had found a name TIAGO that our clients were happy with, validated it in almost one hundred languages and thirty four trademark territories and subsequently carried out successful trademark and Google checks on sixty five different phonetic versions of TIAGO. We were absolutely delighted that we’d enabled Tata Motors to launch TIAGO as replacement for ZICA at the Geneva Motor Show press viewing on March 2nd. 


References:

The Zika Virus Epidemic in Brazil: From Discovery to Future Implications - PubMed (nih.gov)

https://pubmed.ncbi.nlm.nih.gov/29315224/

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