In 1997-98, the Tata Group initiated a corporate identity programme to enable the use of the Tata name by Group companies who subscribe to its Brand Equity and Business Promotion (BEBP) Programme. This was done in order to grow and sustain the power of the Tata brand.  

The BEBP Agreement signed between Tata Sons (the promoters of the Group) and the Tata Group companies, authorizes Tata Sons to protect and enforce the proper usage of the Group Composite Mark (GCM). The agreement stipulates, among other things, the responsibility for protection, and action to be taken, in case of any potential infringement caused to the Tata name or the GCM.

 An integral part of the BEBP programme is the need for the group companies to meet the standard of excellence set by the Tata Business Excellence Model (TBEM), which is based on the Malcolm Baldrige National Quality Award, USA. The central idea of the TBEM is that the promise in a brand can be sustained through consistent processes. Therefore, TBEM plays a critical part in assessing standards of business excellence.

 The BEBP has also adopted the Tata Code of Conduct. Companies are expected to conduct their business as per the TCoC (Tata Code of Conduct). The TCoC emanates the idea of capturing the values and principles that govern Tata Group companies and their employees. The strength of the Group companies therefore lies in their ability to attain market leadership through the Tata Business Excellence Model and the Tata Code of Conduct.