"The total value of brand Tata has surged to USD 14.2 billion (Rs 103.0 thousand crores) in 2018, surpassing the combined value of the second and third most valued brands in India... The brand value (BV) has risen nine percent as compared to last year’s total of USD 13.1 billion (Rs 95.0 thousand crores), according to Brand Finance India 100’s 2018 report,” noted a press release dated August 14, 2018 on the conglomerate’s website. BV is the net economic benefit that a brand owner would achieve by licensing the brand in the open market. A brand’s strength is evaluated through factors like marketing investment, stakeholder equity and 
business performance. Telecommunications company Airtel was listed at second place with a BV of USD 6.6 billion (Rs 47.8 thousand crores) while at six billion (Rs 43.5 thousand crores), software giant Infosys came in at third place.
Harish Bhat, brand custodian, Tata Sons noted that "As a values driven organization, the Tata brand represents the trust and leadership we have always prided ourselves on.” The press release stated that David Haigh, chief executive officer, Brand Finance, said, "This year’s success can truly be attributed to a productive first year in office for the new chairman (Natarajan Chandrasekaran).”