Examination of the Potential Consequences for the Jaguar Brand resulting from its takeover by TATA Motors of India.

Pg.-2 Acknowledgements:

This research would not have been possible without the support and assistance of Mr. Gareth Williams, the dissertation supervisor.
I am also very grateful to all the experts at Audi, BMW and Jaguar Dealerships (Leeds) and to the people who agreed to share their views with me which assisted in the research process.

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Table of Contents
Pages
Acknowledgements 2
Abstract 4

1. Introduction 6
2. Literature Review 10
2. (A) what is a Brand?
2. (B) why is Branding important?
2. (C) Branding of Cars
2. (D) The issue of Declining Brands
2. (E) Country of Origin
3. Research Methodology 21
4. Research Analysis and Findings 35
5. Conclusions 43

Bibliography 46

Appendix One- Learning Statement
Appendix Two- Dissertation Proposal
Appendix Three- Questionnaire’s used for Primary Research

Pg.4
Abstract
The research started with the