2025

ITServices25

TheannualreportonthemostvaluableandstrongestITServicesbrands

Theworld'sleadingbrandvaluationconsultancy

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About

BrandFinance

BridgingthegapbetweenMarketingandFinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.

Quantifyingthe

financialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.

Uniquecombinationofexpertise

Ourteamshaveexperienceacrossawiderangeofdisciplines

tobrandstrategyandvisualidentity,

frommarketingandmarketresearch,

totaxandaccounting.

ontechnicalcredibility

Pridingourselves

BrandFinance,acharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard.

BrandFinanceITServices252025

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Contents

Foreword

5

DavidHaigh,Chairman&CEO,BrandFinance

SectorOverview 6

ValuationAnalysis 8

MostValuableBrand:

Accenture 11

FastestGrowingBrandValue:

HCLTech 12

BrandtoWatch:

HexawareTechnologies 13

BrandStrengthAnalysis 14

SustainabilityAnalysis 17

BrandSpotlights 19

Infosys 20

SumitVirmani,CMO

HCLTech 23

JillKouri,GlobalCMO

TechMahindra 27

PeeyushDubey,ChiefMarketingOfficer

HexawareTechnologies 30

NidhiAlexander,ChiefMarketingOfficer

BrandValueRanking(USDm)

33

Methodology

34

OurServices

44

?2025Allrightsreserved.BrandFinancePlc.

World'stop25

ITServicesbrandsreach$163billioninbrandvalue

in2025

+Accenturenamedworld’smostvaluableITservices

brandforseventhyearrunning,andclinchestitle

ofstrongestITservicesbrand

+TCSretainsitspositionasthe#2globalbrand

andsurpassesthemajormilestoneofUSD20billion

inbrandvalue

+HCLTechemergesasworld’sfastest-growing

ITServicesbrandin2025

+InfosyshasthehighestcompoundannualgrowthrateamongITServicesbrandsoverthepast5yearsat18.2%

BrandFinanceITServices252025

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Foreword

Theglobalbusinesslandscapeisconstantlyevolving,shapedbyeconomicshifts,technologicaladvancements,andchangingcustomerexpectations.Inthisdynamicenvironment,strongbrandscontinuetostandaskeydriversofbusinesssuccess,enablingorganisationstodifferentiatethemselves,attractloyalcustomers,

andbuildresilienceinanincreasinglycompetitiveworld.

DavidHaighChairman&CEO,BrandFinance

TheenduringimportanceofbrandstrengthissupportedbyBrandFinance’sextensiveresearch.Awell-managedbranddeliversmeasurablevaluebeyondcustomerattractionandretention–itenhancestalentacquisition,investorconfidence,andorganisationalagility.Intoday’smarketplace,astrongbrandisnotjustanassetbutastrategicimperative.

BrandFinancehasdeepeneditsinvestmentinunderstandingcustomerperceptionslikeneverbefore.Thisyear,theBrandStrengthIndexhasevolved

toincludemetricsbasedonfamiliarityandperceptionsofbothfunctionalcredibilityandemotionalappealversuscompetitors.Thisupdatedmodelisdesignedtobepredictiveofgrowth,capturingthedriversofvaluesuchasincreaseddemand,higherwillingnesstopay,andstrongercustomeradvocacy.Theinsightsgatheredfrom

over170,000respondentsacross41sectorsand31countriesinthisyear’sGlobal500reporthighlighttheimportanceofthesefactorsinshapingtheworld’sstrongestandmostvaluablebrands.

ApersistentchallengeistheassumptionthatChiefFinancialOfficers

(CFOs)areopposedtoinvestinginbrands,butwebelievethisisamisconception.AmbitiousCFOsunderstandthatastrongbrandsupportsbusinesssuccessbutmanyarereluctanttoallocateresourcestowardlong-termbrand-buildingwithoutdatasupportingthisapproach,oftenresultinginaprioritisationofshort-termperformancemarketing.Thefindingsfromthisyear’sreportunderscoretheimportanceofdatainaligningtheprioritiesofcorporateleaders.BrandvaluationempowersCFOstoinvestinbrandwithconfidence,resultinginbusinessdecisionsfocusedongrowingandenduringbrandvalueandstrength.

Whetheryouareaimingtostrengthenyourbrandorquantifyitscontribution

toyourbusiness’ssuccess,theBrandFinanceteamisheretosupportyouwithbrandvaluationsthatalignmarketingandfinancetoaccelerategrowth.Weinviteyoutoexploretheinsightswithinthisreportandcollaboratewithusinshaping

amoreprofitableandsustainablefutureforyourbrand.

SectorOverview

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SectorOverview

Overthepastfewyears,theITsectorhasoperated

inacontradictorymarket.Ontheonehand,corporatespendingslowedinlate2023andearly2024duetoinflationandhighinterestrates.Inparallel,theartificialintelligence(AI)marketexplodedacceleratingAIservicesrelateddemandforcorporatesolutions.

In2025,thoseparallelrealitiesarebeginning

toconvergeasITcompaniesbenefitfrominterestratecuts,resurgingcorporatespending,andtheongoingappetitefornewtechnologies.Newtechrequiresupdatedstacksandsecurityboosts,whichmeansthemarketrecoveryislikelytoincludeITbrandopportunitiesinAI,cloud,andcybersecurity.ThemostvaluableITbrandsarerefocusingoninnovationandstrategicinitiativestoadapttoevolvingindustrytrendsandmaintainacompetitiveadvantage.

InthelatestrankingofITServicesbrands,

theUSmaintainsitsdominantposition,holdingover40%ofthetotalbrandvalueinthetable.

ThisunderscoresthecontinuedinfluenceandleadershipofUS-basedcompaniesintheglobalITserviceslandscape.However,thecollectivebrandvalueofUSbrandshasexperiencedaslightdecline,reflectingtheimpactofunfavourablemarketconditionsandeconomicuncertainties.

Indiasecuresthesecondposition,contributing36%ofthetable'scollectivebrandvalue—asignificantachievementfuelledbya14%increaseinbrandvalue.

ThisremarkablegrowthnotonlyhighlightsIndia’sdominantroleintheglobalITservicesmarketbutalsosignalsitsreadinessforsustainedexpansion

in2025,bolsteredbyits

strongfocusontechnological

innovation,workforceexpansion,andadaptability

toevolvingglobaltrends.

AstheUSmarketshowssignsofrecovery,IndianITplayersareprojectedtobenefitsignificantlyfromreneweddemand,furthersolidifyingIndia’spositionasacriticalplayerintheindustry.

ValuationAnalysis

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10

MostValuable

ITServicesBrands2025

Thecollectivebrandvalueofthetop25ITServicesbrandsstandsatUSD163billionin2025.15outofthetop25brandshaveseenanincreaseintheirbrandvalues,underscoringthecontinuedimportanceofITservicesintheever-evolvingdigitallandscape.

Despiterecenteconomicchallenges,ITservicescompaniesarewitnessingaresurgenceinbrandvaluegrowth,largelydrivenbytheimprovedeconomicoutlookfor2025-2027.Thispositiveforecast

hassignificantlyboostedclientconfidenceandspending,leadingtoincreasedinvestmentsindigitaltransformation,cloudcomputing,andadvancedtechnologieslikeAI.

Top10MostValuable

ITServicesBrands2025

#1 Accenture

#2 TCS

#3 Infosys

?BrandFinancePlc.2025

$41.5bn

+2%

$21.3bn

+11%

$16.3bn

+15%

GrowthTrends–Top25 ?BrandFinancePlc.2025

2024 2025

$10.2bn

Lowerquartile

-8.7%

-4.6%

#4 IBMConsulting

Median

1.6%

2.9%

Upperquartile

10.8%

9.8%

-16%

Thereislittlemovementinthetop10from2024, #5

reflectingthestrongmarketleadershipandstability

NTTDATA

$10.0bn

+12%

ofthetopbrands.Accenture(brandvalueup2%

toUSD41.5billion)leadsastheworld’smostvaluable

ITservicesbrandfortheseventhyearrunning.Accenture’sstrongglobalpresence,diverseserviceofferings,andstrategicinvestmentsinAIhavereinforceditsdominanceatthetopoftheranking.

TCS(brandvalueup11%toUSD21.3billion)retains

#6 Capgemini

$9.9bn

-3%

$9.0bn

itspositionastheworld’ssecondmostvaluableIT #7

servicesbrandforthefourthconsecutiveyear.Notably,TCSisthesecondITservicesbrandtosurpassthemajormilestoneofUSD20billioninbrandvalue,

#8

onthebackofitsinvestmentsinitsbrandandits

growingprowessinAIandnewtechnologies.

Cognizant

+4%

$8.9bn

HCLTech

+17%

AkeypillarofTCS’sbrand-buildingstrategyisitsassociationwithmarathonsandotherhigh-profilesportseventsworldwide.FromsponsoringiconicracesliketheTCSNewYorkCityMarathonandtheTCSSydneyMarathon(itslatestacquisitionin2024),

topartneringwithJaguarTCSRacinginFormulaE,TCS

hascementeditsglobalpresencebyusingsportsasadynamicplatformtoconnectwithdiverseaudienceswhilehighlightingitstransformativedigitalsolutions.

#9

#10

Wipro

Fujitsu

$6.1bn

+6%

$4.1bn

-5%

ValuationAnalysis

Infosys(brandvalueup15%toUSD16.3billion)isrecognisedamongtheworld’stopthreemostvaluableITServicesbrandsforthefourthconsecutiveyear.

Thebrandhasalsoachievedthefastestcompoundannualgrowthrate(CAGR)inbrandvalue(18%)overthelastfiveyearsamongITServicesbrands.BolsteredbytherobustleadershipofCEOSalilParekh,InfosyshasredoubleditsrelevanceintheAI-firstworldandconsistentlydeliveredstrongperformancesandinnovationintherapidlyevolvingdigitalserviceslandscape.

IBMConsulting(brandvaluedown16%toUSD

10.2billion)remainsinfourthplace,butisnowonly

narrowlyaheadofNTTData,(brandvalueup12%

toUSD10.0billion)whichhasclimbedtofifthposition.IBMConsultingfacedchallengesinconsultingrevenuefor2023,primarilyduetoashiftinclientpriorities.

ManycustomershaveredirectedITbudgetstowardgenerativeAI-relatedsoftwareandtechnologies,reducingspendingontraditionalconsultingservicesandimpactingIBMConsulting'sperformance.

Capgeminidropsdownto6thrankfollowing

amarginal3%dropinbrandvaluetoUSD9.9billion.

Revenuedeclineandmarketslowdown,

notably

inmanufacturing,havelikelyimpactedCapgemini’s

brandvalue.

TechMahindra(brandvalueup9%toUSD3.4billion)hassustaineditspositionamongtheTop10

strongestITServicesbrandsgloballyin2025,achievingarecord-highbrandstrengthindexscoreof77.3and

acorrespondingAA+rating.

ThissuccessisdrivenbyitsScaleatSpeed?promise,whichalignswiththedualprioritiesofscaleandspeedtoconnectwithcustomers

worldwide.TechMahindrahasfurtherbolstereditsbrandimpactthroughinitiativessuchaslaunchinganewwebsite,streamliningmarketingoperations,strengtheningitspartnershipwithMahindraRacing,andsupportingtheGlobalChessLeaguethroughsponsorshipefforts.

Furtherdowntheranking,SamsungSDS(brandvaluedown14%toUSD2.2billion)dropsdownto14thrank,whileXerox(brandvaluedown26%toUSD1.2billion)dropsonerankto20th.Withgrowingcompetition

andtheriseofdigitalsolutions,thecompanyhasstruggledtomaintainitsleadership,losingitspreviousdominanceinthemarket.

Genpact(brandvalueUSD1.3billion)hasemerged

asanotablenewentrantintheITServices25,rankingin19thposition.Inrecentyears,thebrandhasembracedanAI-firststrategy,emphasisingitstechnologicalexpertise,customer-centricfocus,anddeepindustryknowledge.Genpactpositionsitselfasaleaderindrivingbusinesstransformationthroughtheadoptionofcutting-edgetechnologies.

Morerecently,Genpactannounceda

five-yeardigital

transformationengagementwithTropicanaBrands

Group,

usingdigitalsolutionsandAItodriveefficiencyandinnovation.ThisinitiativehighlightsGenpact’sabilitytoactupontheevolvingdemandsoftheglobalmarketandsolidifyitspositionasatransformativepresenceinthemarket.

MostValuableBrand

Accenture

Accentureholdsitspositionasthemostvaluable

ITservicesbrandin2025,seeingaslight2%increase

inbrandvaluetoUSD41.5billion.Thecompanyreportedaslight

1%riseinrevenuetoUSD64.9billion

forfiscalyear2024,withrecordnewbookingsofUSD81.2billion.

Accenture’sfocusonGenerativeAIcontinues

tobolsteritsbrandvaluedominance.ByintegratinggenerativeAIintoclientsolutions,Accenturehasenabledorganisationstooptimiseoperations,enhancedecision-making,anddriveinnovation.

In2024,thecompanysecured

USD3billioninnew

bookingsrelatedtogenerativeAI,

withrevenue

fromthissegmentsoaringtonearlyUSD900million,aconsiderableincreasefromUSD100million

thepreviousyear.TheseachievementshighlightAccenture’sleadershipinleveragingAItofosterinnovationandacceleratebusinessgrowth.

AccentureBrandValueTrendLine|2007-2025(USDm) ?BrandFinancePlc.2025

45,000

40,000

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0

2007200820092010201120122013201420152016201720182019202020212022202320242025

FastestGrowingBrandValue

HCLTech

HCLTech(brandvalueup17%toUSD8.9billion)hasemergedastheworld’sfastest-growingITServicesbrandin2025.Thisgrowthisfuelledbyitsstrongfinancialperformancedrivenbyaseriesofmegadealwinsacrossdiverseindustriesandgeographiesin2024,thecontinuedpositivemomentumofitssuccessfulbrandtransformationanditsearlyleadershipinAI/GenAIbusiness.

HCLTech’sAIofferingshavecreatedalotofstickinessinthemarket,thecompanyhavingenteredthespacealmostadecadeagoandhavingstrongAIpartnershipswithalltheleadingTechnologyOEMsandHyperscalers.

HCLTechDriversofChange ?BrandFinancePlc.2025

2024BrandValueBrandStrength

FinancialMacroeconomic2025BrandValue

0 3000 6000

9000

BrandtoWatch

HexawareTechnologies

HexawareTechnologieshasenteredtheITServicesTop25Globalrankingsfor2025,atestamenttoitsconsistenteffortsinfosteringinnovation,employeeempowerment,andclientsatisfaction.Aremarkablejourneyofconsistentbrandbuildingeffortsover

5yearsresultedinanAA+brandstrengthratingandabrandvalueofUSD824million.

Amidchallenginggeopoliticalconditions,Hexawarefocusedonkeymarketsandempoweredemployeesthroughinnovationandcontinuouslearning.Thecompany’stransformationintoan

‘AI-first’organisationin2023-2024,sawleadership

and99%ofITprofessionalstrainedinAItechnologies,

strengtheningitsinnovativeedge.Hexaware’speople-firststrategyfostersacultureofinnovationandcollaboration,drivingbothbusinesssuccessandbrandidentity.Sustainabilityremainsintegral,withinitiativeslikeenergyandwaterconservationandcommunityengagementseamlesslyembeddedacrossoperations.

Hexaware’sfocusoninnovation,inclusivity,

andsustainabilityunderpinsitsremarkabledebut,positioningitforsustainedgrowthandimpactintheglobalITserviceslandscape.

BrandStrengthAnalysis

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BrandStrengthAnalysis

AccenturehasovertakenIBMConsulting

GlobalTop10

?BrandFinancePlc.2025

tobecomethestrongestITServicesbrandin2025,withabrandstrengthindexscoreof89.6/100

andanequivalentAAA+rating.IBMsitsinsecondplacewithascoreof89.3/100,whileInfosysmovesuptothird,scoring85.8/100.

Accenture’sriseinbrandstrengthislargelydrivenbyitsexceptionalfamiliarityandmarket

presence,particularlyintheUS,whereitcommandsthehighestfamiliaritylevelsamongthetop25brands.Accenture’srobustcompetitiveposition

isfurtherreflectedinitstopscoreforconsiderationinbothEuropeandtheUS.ThisindicatesthatbusinessesviewAccentureasapreferredpartnerinITservices.

Additionally,thebrandachieveshighscores

forPremiumPriceAcceptanceglobally,reflecting

consumers'willingnesstopayapremiumforitsofferings,drivenbyitsreputationforqualityandinnovation.

StrongestITServicesBrands2025

#1

Accenture

89.6

#2

IBMConsulting

89.3

#3

Infosys

85.8

#4

TCS

84.5

#5

Cognizant

82.7

#6

Capgemini

82.4

#7

Globant

81.5

#8

HCLTech

80.2

#9

NTTDATA

77.3

#10

TechMahindra

77.3

AccentureBrandStrengthAttributesHeatMap ?BrandFinancePlc.2025

Weakerperformance Strongerperformance

Factor Europe America RoW

BrandPerceptions

Knowledge

Assurance

Appeal

CustomerBehaviours

ChoicePropensity

Advocacy

PriceAcceptance

BrandStrengthAnalysis

Thedriversofbrandstrengthencompass

arangeoffactorsthatinfluencedecision-makingwhenevaluatingcompaniesorserviceproviders,emphasisingtechnicalexpertise,operationalefficiency,andstrategicalignmentwith

clientneeds.

BrandFinancedatafindthat“DeepexpertiseinAI”emergesasthemostimportantdriver(18.0%),underscoringthegrowingimportanceofleveragingadvancedartificialintelligenceto

solvecomplexproblems,streamlineprocesses,anddeliverdata-driven,scalablesolutions.

ThishighlightsthenecessityforcompaniestostayattheforefrontofAIinnovationtoremaincompetitive.

BrandFinancerevealsthatIBMnotesthehighestdriverscoreforAIexpertise,whileInfosysandAccenturealsoperformstrongly,highlighting

theircompetitivepositionsinAIinnovation,

keydriversofgrowthinarapidlyevolvingmarket.

“Customerservice”(14.1%)isalsoidentified

asakeydriverofbrandstrength,highlightingtheneedforconsistent,high-qualitysupportincomplex,technology-drivenindustries.Similarly,the“ability

todeliver”(13.6%)emphasisesreliability,operationalexcellence,andeffectiveriskmanagement,allcriticalforsuccessincomplex,technicalfields.

“Trust”alsorankshighly,withclientsprioritisingtransparent,dependablepartnerswhofosterlong-termrelationships.IBM,Infosys,andAccenturescorestronglyacrossthesemetrics,underscoringtheirabilitytodeliverexceptionalservice,maintainoperationalreliability,andbuild

lastingtrustwiththeirclients.Thesestrongbrandperceptionscontributetotheirsustainedleadershipinthemarket.

EMOTIONALATTRIBUTES

FUNCTIONALATTRIBUTES

Flexibleprocess

Bestinclasstalent

Abilitytodeliver

Trustedpartner

Agile

Competitivelypriced

Customerservicefocused

Caresmostlyaboutprofits

Challengesstatusquo

Bringsinnovativesolutions

Collaborative

Leaderinstrategic

digitaltransformation

Committedtosupporting

communities&widersociety

Easytodealwith

Hasintegratedcapabilities

BSI

Understandmy

businessneeds

Integrity

Professionally,ethically,

andresponsiblymanaged

Committedtoprotecting

thenaturalenvironment

Strongcompanyculture

Service-ledcompany

Pragmatic

Asecurechoice

DisruptiveSolutionsto

myproblems

Product-ledcompany

DeepexpertiseinAI

Reliable

Globalbrand

AttributesthatDriveBrandStrength ?BrandFinancePlc.2025

SustainabilityAnalysis

SustainabilityAnalysis

SustainabilityisbecominganincreasinglyimportantdriverofconsiderationandreputationintheITServicessector.ITServicesbrandsareresponsiblefortheir

ownoperationalimpacts,whichlargelyconcernenergyconsumption,wateruse,andcarbonemissions.

Leadingbrandsalsoofferservicesthatenable

sustainabilityimprovementsfortheircustomers.

Customerexpectationsareshiftingtowardspartnerswhoaddresssustainabilityandtechnologicalinnovationtogether,underscoringtheimperativeforITcompaniestosetandadvanceontheirsustainabilitygoals.Inthelongterm,thiscandeliverreputationalbenefits;byconsistentlydemonstratingcommitmenttoenvironmentalandsocialresponsibility,companiescansignificantlyenhancetheirbrandimageandfosterenduringstakeholdertrust.

BrandFinancedataconsidersthreesustainability-relatedfactorsthatinfluenceconsideration;theseencompassenvironmental,social,andgovernanceaspectsofsustainability.Intotal,sustainabilityisresponsiblefordriving17.5%ofconsiderationofITServicesbrands,upfrom14.1%in2024.Ofthese,themostsignificantdriverisacompany'scommitmenttosupportingcommunitiesandwidersociety,followedbyitsdedicationtobeingprofessionally,ethically,andresponsiblymanaged.

Amongthetop25ITServicesbrands,AccenturehasthehighestSustainabilityPerceptionsScore,at4.31outof5.Accenturescoreswellacrossenvironmental,social,andgovernancecategoriesandhasclearlycommunicateditscommitmenttoethicalmanagementanddiversity.

Thecompanyalsofosterssocialimpact,withover81,000employeesparticipatingincommunityandenvironmentalinitiativesduringitsinauguralSeasonofImpact.

Environmentalconsciousnessisanotherfactor

drivingconsiderationofITServicesbrands,asmorebusinessesseekITpartnersthatare

committedtoclimateactionandcanhelpthem

ontheirownnetzerojourneys.

Accenturehassetambitiousenvironmentalsustainabilitygoals,includingachievingnet-zeroemissionsby2025through100%renewableenergy.

Thecompanyenablessustainabilityoutcomesforitsclientsbyleveragingtechnology-poweredsolutionsthathelporganisationsreducecarbonfootprintsanddevelopstrategicsustainabilityroadmaps.

ValuingSustainabilityPerceptions ?BrandFinancePlc.2025

SustainabilityDriver(%)

HighImportance

%

LowImportanceContributionof

sustainabilitytobrandvaluedeterminedusingdrivers'analysis'.

SustainabilityPerceptionsScore

Perceptionsofthe

brand'scommitmenttosustainabilityaretransformedintoscoresthatmodify

thefinalvalue.

SustainabilityPerceptionsValue

Theproportionofbrandvaluethat

isattributabletosustainabilityperceptions.

GroupBrandValue

$

BrandValueiscalculatedforthebrandinaccordancewithISO10668.

X X =

ISO10668

BrandFinanceITServices252025 /it-services18

BrandSpotlights

BrandFinanceITServices252025

一

Infosys

BrandValue

#30

USD16.3bn +15.0%

BrandStrength

#32

BSI85.8 +2.3

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BrandSpotlightInfosys

Infosyshasachievedconsistentbrandvaluegrowthforeightconsecutiveyears.Whatwouldyousayarethecorebuildingblocksthathavepoweredthissuccess?

SumitVirmani

CMO,

Infosys

OureffortsareconsistentlytobuildInfosysintooneofthemostrespectedITservicesbrandsintheindustry,deeplydifferentiatedinitsabilitytohelpclientsnavigateacloud-first,AI-firstworld.WeorchestrateoureffortstoensurebrandInfosysisalwaysevolvingtoremainrelevantandresponsivetothechangingneedsofourstakeholders–afterall,ourbrandpromiseis‘navigateyournext’.Atthesametime,wemakesurethatthebrandremainsunchanginginitscommitmenttolive

itspurpose-amplifyinghumanpotentialandcreatingthenextopportunityforall.Balancingthatdichotomyiswhat’sworkingwellforus.

Overtheyears,somestrategicchoiceshaveserveduswell:

Partnerships:Nearlyeightyearsago,westartedtoturnourkeybrandpartnershipsintoplatformsthatshowcaseourcoretechnologycapabilities.Take,forexample,ourtennispartnerships.Eightyearsago,ifyouwerefollowingatennisgrandslam,theonlystatsyoucouldaccess,asafan,werescoresandservespeeds.Severalinsightsweremissing-thespinoftheserve,theangleofthewinner,head-to-

headcomparisons,playerperformanceunderpressure,andmore.Theseinsightsaresovaluableforplayers,theircoaches,sportsjournalists,andmillionsoffans.Today,InfosysAIandanalyticscapabilitiesmakesureit’salloutthereforthetennisecosystemtofollow.Andforourbrand,it’sagreatwaytoshowcaseourdifferentiatedcapabilitiestothemarket.

Productisedapproachtosub-brands:Theworldoftechnologyservices,unlikethesoftwareproductsspace,doesnothavedifferentiatedoffering-brands.Wesoughttocreatesub-brandsinnewandemergingcategoriestostrengthenbrandInfosys.InfosysCobaltandInfosysTopazaretwoexamples.InfosysCobaltisthefirstcloudservicesbrandinourentireindustry.AndInfosysTopazisthefirstAIservicesbrand.

Weborrowedtheideaofcategory-brands,notuncommoninotherindustries,anduse

itasalevertoacceleratedifferentiationforInfosys.

Platform-Astateoftheartmarketingtechstack:Wesetupamodernmarketingtechstack.Inadditiontodrivingefficiencyofourmarketinginvestments,ithelpsustrackmarketingROIandmeasurebrandengagement,effectiveness,anditscorrelationtobusinessoutcomes.Thisisinvaluableformeasuringbrandimpact.

BrandSpotlightInfosys

Purpose:Whilewehavebeenabrandthatisdrivenbyadeepsenseofvaluesoverthelastfourdecades,

wehavecodifiedthisintoourpurposeoverthelastfewyears.Thisnowguidesallourstakeholders,acrossallofourengagementsandinvestments–sowepresentourselvesnotonlyconsistentlybutalsoauthenticallyasabrand.ForInfosys,ourpurposeis‘toamplifyhumanpotentialtocreatethenextopportunity

forpeoplebusinessesandcommunities’.

PerformanceMetrics:Whilethepartnerships,subbrands,techstackandawell-articulatedpurposeserveuswell,wealsomakesureit’sallcomingtogether

todeliverresultsforthebusiness–bothintheshortandthemediumterms.Tohelpstayfocusedonthosemetrics,wehavedevelopedabrandandbusinessimpactframeworkthatfocusesonmeasuringbrandpreference,awareness,andconsiderationalongwiththeircorrelationtolong-termmarketsharegains.

WhileAIoffersnumerouspotentialbenefits,italsopresentsrisks.Howhasbrand-buildingatInfosysadaptedtotherapidadvancementsinAI?

AIcanindeedbeadouble-edgedswordifnotembracedresponsibly.WebelievethatAIisoneofthemostdisruptiveopportunitiespresentedtousmarketers

andourAI-firstapproachtobrandbuildingreflectsthat.WehavebeenexperimentingwiththeinnovationpotentialofthetechnologyandourownAI-firstsuiteofse