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1、IT Services 252024 The annual report on the most valuable and strongest IT Services brands January 2024Brand Finance IT Services 25 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Brand Value Ranking(USDm)16B

2、rand Spotlights 17Globant 18Interview with Wanda Weigert,Chief Brand Officer,GlobantHCLTech 21Interview with Jill Kouri,Global CMO,HCLTechInfosys 24Interview with Sumit Virmani,CMO,InfosysMethodology 27Our Services 33Our teams have experience across a wide range of disciplines from marketing and mar

3、ket research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation Sta

4、ndards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every ye

5、ar.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all ty

6、pes to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please contact:Richard HaighManaging DFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enq

7、uiries:+44 207 389 ForewordBrand Finance IT Services 25 4David Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing a

8、nd branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value

9、 of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its

10、 competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for

11、a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economi

12、c downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive

13、 original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a

14、more profitable future for your Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards for a competitive edge in the corporate landscape.Bench

15、mark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands financial significance.Enhance CommunicationDeepen your financial acumen and make w

16、ell-informed decisions for corporate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to determine your brands value,as well as brand equity research.Each report includ

17、es expert recommendations for growing brand value,driving performance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive coverage for market specific learnings that inform decision making.41 countriesBenchmar

18、k your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to track and learn from fast growing brands,market disrupters,and market leaders.Understand your brand

19、s standing in the market,what its known for relative to the competition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finances Global Brand Equity Monitor Research utilises a comprehensive framework to track and measure th

20、e core building blocks that underpin strong brands,while delivering nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with brands,are complex.As such they require attention,direction and measured support if theyre to fulf

21、il their potential.Our brand equity reports deliver expert insight and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisTech titans and rising stars:Accenture,TCS and Infosys lead as Globant soars in global IT Services brand value.+Accent

22、ure is the worlds most valuable IT services brand at USD40.5 billion+TCS solidifies its position as the second most valuable IT services brand,experiencing substantial value growth of 11%+Infosys has been the fastest-growing IT services brand over the last 5 years,with Salil Parekh named as number o

23、ne IT Services CEO+IBM Consulting takes the top position in brand strength with an impressive score of 87.9+HCLTech is the fastest-growing brand in the top 10 this year achieving 16%growth+Globant storms onto the scene as the fastest-growing brand amongst the 25,witnessing a remarkable 34%value surg

24、e+Atos faces turbulence due to spin-off,resulting in a valuation dip+Top 10 remain unchanged from last year,demonstrating stability at the top+Virtusa cracks the top 25 ranking for the first time,marking a noteworthy entrance into the IT services eliteBrand Finance IT Services 25 9Ranking AnalysisAI

25、:the storm on the horizon?As customer behaviour and tech trends pivot towards artificial intelligence(AI),cyber security,and machine learning,brands are actively revising their strategies.They are doubling down on advanced security offerings,recognising the crucial role they play in this AI-powered

26、future.This strategic reinvention positions them to ride the next wave of innovation.Sector at crossroads:With USD155 billion in collective brand value,the IT services sector is far from flatlining as brands are facing a post-pandemic evolution.While 15 of the top 25 brands saw brand value uplift,we

27、 can see how the sector is adjusting to a new landscape,poised to capitalise on the AI-driven boom thats brewing.2023 has witnessed a shift in the sector towards a careful balance between ongoing optimisation efforts and the pursuit of ambitious,transformative projects.This trend is expected to cont

28、inue,with industry leaders expressing optimism about increased investment in cutting-edge initiatives.One particularly exciting area is Generative Artificial Intelligence(GenAI),whose potential is actively being explored by enterprises.“While IT services brands thrived during the pandemics digital t

29、ransformation boom,a current slowdown driven by macroeconomic headwinds,inflation,and geopolitical tensions has them rethinking their strategies.Despite cautious short-term spending,the substantial long-term demand for AI presents a crucial opportunity for IT services brands to adapt and differentia

30、te themselves.”Lorenzo Coruzzi,Valuation DirectorBrand Finance IT Services 25 10IT service providers are investing heavily in developing GenAI capabilities,as early experiments have shown promising results in boosting productivity and efficiency throughout the IT service value chain,including code g

31、eneration,testing,and support processes.The widespread adoption of GenAI may,however,impact the demand for traditional IT services,necessitating adaptation from providers.Offering crucial integration assistance for GenAI within enterprises will be critical to address challenges and unlock its potent

32、ial to enhance various business aspects.GenAI projects demand significant technical expertise,forcing IT service providers to choose between extending their current business model or undertaking a complete transformation.The latter path involves embracing an expanded consulting role,shifting experti

33、se towards new specialities,adjusting pricing to reflect increased value,and committing to substantial R&D investments.While this outcome is not guaranteed,it presents a potential route towards revolutionizing the IT service model and allowing companies to climb the value chain.In the context of dat

34、a analytics,AI is playing a transformative role in the consulting industry.Its ability to rapidly analyse vast amounts of data and generate accurate insights is empowering consultants to make informed decisions and focus on more complex,strategic tasks.AI-powered virtual assistants further enhance e

35、fficiency by supporting consultants with research and administrative duties.These benefits extend beyond individual consultants,with AI-driven consulting ultimately leading to improved customer experience and enhanced decision-making across enterprises.However,challenges remain,including the need fo

36、r a skilled workforce able to implement and manage AI effectively,ensuring ethical considerations are met,and seamlessly integrating AI solutions into existing workflows.In conclusion,AI is undeniably reshaping the consulting industry,presenting both exciting opportunities and significant challenges

37、.By embracing AI-driven consulting,businesses can not only navigate these challenges but also position themselves for success in the evolving digital landscape.Ranking AnalysisBrand Finance IT Services 25 11Accenture and TCS continue to lead a group of fifteen IT services brands growing in value thi

38、s year.Accenture has built a consistent and robust brand,leading to a 2%increase in brand value to USD40.5 billion.With generative large language models obtaining a lot of attention now,Brand Finance research suggests that Accenture is well poised to embrace the mega-trend that offers the possibilit

39、y of reinventing businesses and industries.The key factors contributing to Accentures success in the realm of generative AI include its strong ecosystem partnerships,a pool of talented individuals,and a commitment to the development and implementation of responsible AI practices.TCS has demonstrated

40、 a remarkable 11%growth in brand value,reaching USD19.2 billionTCSs growth is driven in significant part by its continued and consistent brand and marketing investment.TCSs sponsorship of Formula E is a good example.The partnership with Jaguar not only gives TCS visibility with key audiences,buildin

41、g awareness and familiarity,but it also acts as a showcase for TCSs Top 10 Most Valuable IT Services Brands 2024 Brand Finance Plc.2024Ranking Analysis41531098726+2%+11%+9%+4%+5%+16%-8%+1%000000000$40.5 bn$19.2 bn$14.2 bn$12.1 bn$10.2 bn$7.6 bn$5.8 bn$4.3 bn0uuuu-$8.9 bnu-$8.6 bnuuuuuBrand Finance I

42、T Services 25 12Ranking AnalysisTop 10 Strongest IT Services Brands 2024 Brand Finance Plc.202441531098726+4.2-1.1+2.1+0.1+4.1+0.6-3.4-3.721212222187.986.784.483.581.275.573.873.41uuuu+3.179.9u+3.177.4uuuuucapabilities,enhancing reputation and consideration.TCSs technology helps to inform race strat

43、egy by powering data-driven decision-making,enabling Jaguar TCS Racing to push the boundaries of the race car in the virtual world to improve its performance in the real world.This is a strong example of TCS commitment to purpose,technology,and sustainability.Infosys has been the fastest-growing IT

44、services brand over the last 5 yearsInfosys has established itself as one of the preeminent IT services brands,achieving the fastest compound annual growth rate(CAGR)in brand value over the last five years among IT Services brands.With an impressive increase of 9.3%to USD 14.2 billion this year,Info

45、sys is now the third most valuable IT brand globally.Under the leadership of CEO Salil Parekh,who has recently ascended as the number 1 CEO in the IT services sector in the Brand Guardianship Index,the company has consistently delivered strong brand value growth amidst rapidly evolving and challengi

46、ng market conditions.Committed to amplifying human potential and creating new opportunities for individuals,businesses,and communities,Infosys has championed Brand Finance IT Services 25 13Brand Value Change 2023-2024(%)Brand Finance Plc.2024Ranking Analysis34%29%19%16%11%10%9%6%5%4%the provision of

47、 AI-focused training to over 100,000 of its employees worldwide.Importantly,this is not just an internal-facing activity.They have leveraged their skills through public sporting partnerships,especially in tennis.Their innovative approaches have transformed the tennis landscape,enriching the experien

48、ce for a billion fans through advanced AI,cloud services,data analytics,and immersive digital interactions.Infosys continues to break ground as the digital innovation partner for prominent institutions like the Madison Square Garden,including key MSG properties New York Knicks,New York Rangers and t

49、he Madison Square Garden Arena,ATP Tour,Roland-Garros,the Australian Open,and The International Tennis Hall of Fame.This year,reinforcing its sponsorship strategy,Infosys signed tennis champions Rafael Nadal and Iga witek as brand ambassadors,embodying the companys ethos of equality,professionalism,

50、and purpose.Brand Finance IT Services 25 14Ranking AnalysisHCLTech is the fastest-growing brand in the top 10 this year achieving 16%growthHCLTechs brand valuation rise(brand value up 16%to USD7.6 billion)positions it among the five fastest-growing IT brands and as the fastest-growing brand among th

51、e top 10 largest IT brands in this years ranking,boosting value through significant sponsorship deals with sporting giants such as the New York Giants and New York Jets.According to Brand Finances research,HCLTechs CEO was also found to top the IT services sector in the category of,“is a sustainabil

52、ity champion”.HCLTech has showcased its commitment to sustainability by focussing on initiatives via strategic partnerships,such as with Schneider Electric,to develop sustainability solutions for its data centres.Globant fastest growing IT brand amongst top 25 with 34%brand value increase Globant,fr

53、om Argentina,have shown exceptionally fast growth in its brand value surging 34%to USD1.6 billion.Globants growth is driven by its growing global presence and strong financial performance,with Brand Finance research identifying a significant increase in consideration for the brand and other Brand St

54、rength metrics:this year the Brand Strength improved from 77 to 81,making Globant a AAA-rated brand.Thanks to this increase,Globant secures a position amongst the top 5 strongest IT Services brands in the world.Globant has pioneered the adoption of generative AI and the recent advancements in its pr

55、oduct offerings such as the GeneXus Enterprise AI platform are well aligned with the great AI vision score we registered in our survey.In 2023,the year that marked its 20th anniversary,Globant was very active through new partnerships and sponsorships:as part of its partnership with FIFA,Globant will

56、 also become a FIFAe Series Global Sponsor in 2024 and 2025 continuing to build on the sponsorship activities it has developed over the last year.Brand Finance IT Services 25 15Ranking AnalysisAtos spin-offAtos(brand value down 49%to USD1.1 billion)is the fastest-falling brand in the rankings.The ma

57、in reason behind the drop in value lies in the spin-off between its computing infrastructure business which remains under the Atos brand and the more services-oriented part focused on digital transformation,big data and cybersecurity,which have now been integrated under the Eviden brand.This reminds

58、 us of the IBM Kyndryl spin-off;the difference is that in that instance,the IBM brand was retained in the consulting part of the business while here the company would appear to have bet on the new identity to bring the consulting business to the next level.Virtusa cracks the top 25 ranking for the f

59、irst time,marking a noteworthy entrance into the IT services eliteVirtusa,ranked 25th(brand value USD785 million),makes it to the IT Services table for the first time,achieving a brand strength index score of 73.3 this year.The brand achieved good scores in familiarity and ratings for service delive

60、ry perception.This is consistent with Virtusas strong achievements over an extended period as customers become more familiar with the brand.Further,Brand Finance research found the brand achieved very strong results in voice of customer(reputation)and recommendation.This means that the brand is like

61、ly to achieve further growth as more customers use and then recommend the brand:those customers who are familiar with the brand are increasingly providing strong benefits to the brands reputation through word of mouth.Contributing to this,Virtusa is strengthening its collaboration with Microsoft,ext

62、ending its reach to encompass a broader spectrum of solutions on the Microsoft Platform.This strategic agreement underscores Virtusas commitment to developing industry-specific solutions within Microsofts industry clouds,with a particular focus on the healthcare and life sciences,as well as financia

63、l services sectors,catering to a global clientele.In line with this initiative,Virtusa is making substantial investments in its Microsoft business group,establishing additional capability centres to bring specialized technical expertise,client service,and customer success roles to various geographic

64、 locations.2024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating110accentureIreland40,502+1.6%39,867AAAAAA220TCSIndia19,165+11.5%17,194AAA-AAA-330InfosysIndia14,213+9.2%13,010AAA-AAA-440IBM ConsultingUnited States12,097+4.5%11,577AAAAAA-55

65、0CapgeminiFrance10,213+4.6%9,764AAAA+660NTT DATAJapan8,932+0.2%8,916AAAA770CognizantUnited States8,643+0.1%8,633AAAA880HCLTechIndia7,574+15.9%6,537AA+AA+990WiproIndia5,756-7.6%6,228AA+AA10100Fujitsu(IT Services)Japan4,328+0.9%4,288AAAA-11142CGICanada12111Tech MahindraIndia13121Samsung SDSSouth Korea

66、14152DXC TechnologyUnited States15182HPE(IT Services)United States16131EPAMUnited States17192LTIMindtreeIndia18212GlobantArgentina19171XeroxUnited States20200NEC(IT Services)Japan21161AtosFrance22232Sopra SteriaFrance23252ReplyItaly24240TietoEvryFinland25-VirtusaUnited StatesBrand Finance IT Service

67、s 25 16Brand Value Ranking(USDm)Top 25 most valuable IT Services brands 1-25Brand SpotlightBrand Finance IT Services 25 18 Brand ValueUSD1.6 bn+33.8%#18Brand StrengthBSI 81.2+4.1#5GlobantBrand Finance IT Services 25 19Interview with Wanda WeigertWanda Weigert Chief Brand Officer,GlobantCollaboration

68、 and partnerships have become crucial elements in todays interconnected world.How has Globant fostered strategic alliances,and what role have these partnerships played in driving brand value growth?Globant is a digitally native company that supports leading global organizations from industries such

69、as finance,media&entertainment,and gaming on their journeys to reinvent themselves.Establishing alliances and partnerships with other leading companies and global events offers us great opportunities to engage both existing and new audiences in innovative ways.CONVERGE,our flagship annual event,is a

70、 great example.Every year,we garner a top-notch list of global speakers and thinkers to share their insights with our audience of thousands of business and technology leaders,which allows them to create new ideas and learn through impactful conversations.Visionary leaders including Bob Iger,Arianna

71、Huffington,Guy Kawasaki,Refik Anadol,and will.i.am,among many others,have been part of Converges previous speaker line-ups,where they have shared their vision with over 100,000 attendees to-date.In 2022 and 2023,Globants agreement with FIFA to support its global football events was huge for our bran

72、d.With the FIFA Mens World Cup Qatar 2022 and the FIFA Womens World Cup Australia and New Zealand 2023,this powerful partnership the first between FIFA and an Argentinean-born brand allowed us to leverage the unifying power of sports to advance our own core brand values.Brand Finance IT Services 25

73、20Weve also established a multi-year partnership with the LA Clippers to assist in integrating the digital roadmap for Intuit Dome,the teams revolutionary new stadium scheduled to open this year in California which will transform the fan experience.How does your diversity,equity,and inclusion(DEI)st

74、rategy contribute to Globants brand?Globants commitment to diversity,equity,and inclusion(DEI)is fundamental to our brand.Programs like Women that Build,and She Leads exemplify our dedication to empowering underrepresented groups in tech globally.Our Women that Build Awards has received 310,000 tota

75、l votes and offered multiple scholarships and workshops to extend the tech skills of women and non-binary people.We extend our efforts to embrace generational diversity with initiatives like the Council of Igniters and Back in the Game,which support diverse career paths.Research-driven innovation,se

76、en in our IT Voices survey and Learning Preferences&Diversity Behind the Screens Report,showcase our commitment to understanding diverse workforce needs.Brand Spotlight Globant|Interview with Wanda Weigert Meanwhile,programs like UnlimITed highlight our dedication to creating inclusive spaces.By tak

77、ing an active approach to these issues,were not merely shaping an inclusive workplace,but also contributing to broader economic and cultural transformations.Our DEI strategy is a tangible embodiment of our values,and enables us to propel innovation,attract top talent,and establish the standard for a

78、 more inclusive tech industry.Looking ahead,what future plans and strategies does Globant have in place to further strengthen its brand and continue the growth of its brand value?In 2023,we celebrated our first 20 years as a company,which was a significant milestone for more than 27,500 Globers as w

79、ell as our partners and clients around the world.From the beginning,our goal has been to reinvent industries and be fully dedicated to the development and transformation of organizations.Looking ahead,we know its key to sustain and enhance our entrepreneurial spirit of reinvention.We aspire to be th

80、e best company for our Globers,our communities,and for any organization that seeks to disrupt their industries and businesses.Brand Finance IT Services 25 21 Brand ValueUSD7.6 bn+15.9%#8Brand StrengthBSI 79.9+3.1#6HCLTechBrand Finance IT Services 25 22Interview with Jill KouriJill Kouri Global CMO,H

81、CLTechCongratulations on HCLTechs impressive performance in the latest Global Top 25 IT Services report.HCLTech has emerged as the fastest-growing brand among the Top 10 global IT services companies.What do you think have been the key drivers of this success?Thanks.It is great to be recognized as th

82、e fastest-growing brand among the Top 10 Tech services globally.This is additionally exciting after announcing earnings with one of our best quarters ever last week.The previous year and a half has been an incredible journey for our brand we launched a new and distinct identity,a new purpose and pos

83、itioning,a new employee value proposition,and a modern and attractive visual identity.The response to this transformation has been overwhelmingly positive across our ecosystem of clients,employees,and partners,affirming the attractiveness,relevance,and authenticity of our rejuvenated brand.There are

84、 two key drivers of this success:1.The advocacy and passion with which our people took this message to our stakeholders and acted as brand evangelists.2.The well-thought investments we made in building awareness and credibility in our key markets through carefully chosen strategies,a renewed focus o

85、n thought leadership and brand journalism,and marquee sports partnerships,including our continued partnership with MetLife stadium and a renewed partnership with Cricket Australia,hyper-personalized experiences events and targeted GTM strategies with our hyperscaler and ecosystem partners.How do you

86、 see Gen AI impacting Marketing,and will it impact HCLTechs overall business?Its a great question!GenAI and the maturation of LLM are critical in helping us drive scale and create efficiencies across our marketing organization,particularly in the areas of content development and distribution,as well

87、 as graphic design.Our Digital Marketing team has been driving a host of pilots in a coordinated and organized manner,with regular report-outs on what has true scaleable potential vs.sizzle but inability to yield tangible results.Merging AI with human creativity should allow us much faster time to m

88、arket with higher quality but the key is in the human intervention to maximize value.Its critical to continue to put a premium on human creativity and personalization.HCLTechs approach to Gen AI remains grounded around whats practically possible while focusing on secure and responsible(within regula

89、tions)deployment.We have 150+GenAI POCs are already in play as clients work with HCLTech to explore GenAI use cases.There is a tip of spear moment right now to pilot,test and learn.A real place where we have leveraged the power of AI/GenAI:were dramatically reducing test cycles and taking products t

90、o market faster.For example,our team is using AI to reduce the chip testing and validation cycle from nine months to less than three months for one client.We were able to help build the chip,test,validate and put it into production,and a single chip replaced 50 of the clients previous chips.Our GenA

91、I Labs in London is proving to be a core part of methodology to bring the art of the possible to life,and well be expanding our Labs into three other locations around the world.Brand Finance IT Services 25 23Our 2024 Sustainability perceptions index report has established a direct co-relation betwee

92、n brand resilience and its sustainability performance.Whats your view on this and what is HCLTech doing differently on its sustainability agenda?The strength of a brand has always been based on trust our clients trust us with their most complex technology challenges and transformations.Now,with a ra

93、pidly changing climate for example,our clients need to be able to trust us to address our own operational emissions,as well as helping them to reduce their emissions.We do this through very transparent reporting.We are signatories to the Climate Pledge and have set very ambitious targets to reduce o

94、ur carbon emissions and become net zero by 2040 thats 10 years ahead of the target set under the Paris Agreement.We have also set an ambitious target to source 80%of our energy consumption from renewable sources by 2030.This matters to our clients because as an IT services provider,our emissions aff

95、ect those of our clients.But our clients also need us to address their direct Brand Spotlight HCLTech|Interview with Jill Kouriemissions,so we are working on solutions to help them measure,monitor and reduce emissions through their businesses.We also improve the efficiency of their technology and re

96、duce redundancy during cloud migrations for example.This contributes towards reducing the emissions associated with their IT(ICT=4%of global emissions,which now equates to the aviation industry).Weve also committed to improve gender diversity in the workforce with 40%women and to increase gender rep

97、resentation in our senior leadership levels to 30%by 2030.It is also essential to get clear strategic guidance from the leadership to truly transform a companys operations.It must come from the top,and progress will be most significant when the whole organization can align under one cohesive/holisti

98、c approach.Today,the metrics we report on our sustainability performance are almost as important as our financial performance,and our CEO leads it from the front in ensuring we plan,monitor,implement,and report these metrics transparently and responsibly.Brand Finance IT Services 25 24 Brand ValueUS

99、D14.2 bn+9.2%#3Brand StrengthBSI 83.5+0.1#4InfosysBrand Finance IT Services 25 25Interview with Sumit VirmaniSumit VirmaniCMO,InfosysCongratulations to Infosys on being the fastest growing IT Services brand in the Global 500 over the last five years.What made this growth possible?A deep commitment t

100、o purpose and an aspiration to continuously evolve and stay relevant to the changing needs of our stakeholders thats the secret sauce.Today,delivering on the Infosys brand promise,we are helping our stakeholders to navigate and thrive in an AI-first world.The core purpose of our brand remains unchan

101、ged-to amplify human potential and create the next opportunity for everyone.With the evolution in the technology landscape,we remain committed to leveraging its shifting capabilities to move people,businesses and communities forward.What bets has Infosys placed in generative AI and cloud technologie

102、s that can serve to build and strengthen the Infosys brand?For brand Infosys,the aspiration is to be the digital innovation partner of choice for our clients.To credibly own that position,we know we must continuously differentiate ourselves across markets.With cloud computing and artificial intellig

103、ence-especially generative AI-driving business transformation,we saw the opportunity to reset benchmarks early on.We have launched the industrys first cloud services brand-Infosys Cobalt.Infosys has also,for a long time,been making investments in the AI space.We are leveraging generative AI to deliv

104、er business solutions as well as integrating it into many of our offerings to accelerate productivity.Infosys Topaz-our brand of AI-first services,solutions and platforms using generative AI capabilities was launched a few months ago to help our clients accelerate their journey towards building an A

105、I-first enterprise.In combination with Infosys Cobalt,it is helping brand Infosys build a credible digital-first,cloud-first and AI-first positioning within the marketplace.Brand Finance IT Services 25 26The economic slowdown is creating pressure on companies to scale back investments in ESG.How has

106、 Infosys responded?The somewhat prolonged economic uncertainty has certainly driven many skeptical investors to question the overall efficiency of firms incorporating ESG considerations into investment decisions.However,at Infosys,our commitment to ESG stems from our very purpose.In fact,our co-foun

107、ders have always advocated perusing whats better for all of us,even at a time when ESG was rarely part of the corporate lexicon.The core belief at Infosys is,and always has been,that society provides customers,employees,and investors for a company,and businesses cannot thrive in failing societies.Th

108、erefore,Infosys maintains that it is upon businesses to create the next opportunity for all.From announcing our ESG Vision 2030 and embracing the aspirational goals,even as the pandemic raged,to realizing it in tangible and measurable terms today,Infosys has set a positive example enabling 8.5 milli

109、on learners with digital skills,being carbon neutral 4 years in a row,and being recognized among the worlds most ethical companies 3 years in a row.Brand Spotlight Infosys|Interview with Sumit VirmaniBrand budgets can often be cut during a downturn,which provides opportunities to those willing to co

110、ntinue to invest for the long term.What is your point of view on this and what actions has Infosys been taking to continue to invest in its brand?In a downturn,growth is the overriding business priority and likely hardest to reach.Well-hedged marketing and branding bets are a must-have in such an en

111、vironment to ensure that businesses are well positioned to garner market share at the other end of the downturn.These need to be hand-picked strategic programs that dont just support the growth engine in the near-term but also amplify positive perception and set the brand up for a head start for whe

112、n the markets revive.A good example of Infosys continuing to invest through the recent economic reality has been the launch of our Champions Evolve campaign along with our brand ambassadors Rafael Nadal and Iga Swiatek.Research has shown,with adequate data points over multiple recessions,that brand

113、strength is integral for long term business growth and marketers can make a material contribution to business health by making strategic brand moves to prepare the business well for economic recovery.MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ContributionMetaFacebookFacebookFa

114、cebook+Enterprise ValueThe value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same as branded business value.Brand Value+Branded Business Value The value of a single branded business operating under

115、 the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-trackin

116、g data,and stakeholder behaviour.+Brand ContributionThe overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand c

117、ontribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+Brand ValueThe value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised

118、 standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby g

119、enerating economic benefits.Brand ValueBrand Finance IT Services 25 28What is Brand Value?Brand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essenti

120、ally trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking

121、at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and

122、is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30

123、 markets.Disclaimer Brand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand F

124、inance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance

125、 does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.Brand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic bene

126、fits to the entity.Brand Valuation MethodologyBrand Finance IT Services 25 291.Brand ImpactWe review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties tha

127、t could be charged in the sector for brands(for example a range of 0%to 2%of revenue).We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”

128、which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,eac

129、h brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.2.Brand StrengthThe BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropr

130、iate royalty rate for the use of this brand in the given sector will be 4%.3.Brand Impact x Brand StrengthWe determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst fo

131、recasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.4.Forecast Brand Value Calculation credibilityBrand Valuation

132、MethodologyBrand Finance IT Services 25 30Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with

133、customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Analytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately underst

134、and the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and u

135、se the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Finance IT Services 25 311.Attribute Selection and WeightingAlthough we follow a general struc

136、ture incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury app

137、arel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pilla

138、r:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Business Performance measures for driving business value.In order to convert raw data in to scores out of 10 that are comparable betwee

139、n attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value c

140、alculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.2.Benchmarking and Final ScoringBrands ability to influence purchase

141、 depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 bra

142、nds in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to futur

143、e performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overco

144、me the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to accurately measure their comparative strength.3.Data CollectionBrand Strength MethodologyBrand Finance IT Se

145、rvices 25 32Our ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAre we building our brands strength effectively?How do I track and develop my brand equity?How strong are my competitors brands?Are there any hole

146、s in my existing brand tracker?What do different stakeholders think of my brand?Brand Evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding th

147、e areas of weakness,measuring your brand is the only way to manage it effectively.Questions we can help answer:Brand Finance IT Services 25 34Consulting ServicesMake branding decisions using hard dataBrand Finance IT Services 25 34In-depth external benchmarking comparisons against direct competitors

148、 across key KPIs through the Brand Strength Index framework.BenchmarkingDiagnose Brand Strengths&Weaknesses What is my brand known,and not known for?How do I leverage or optimize my brand position to grow brand value?Brand Associations&Market PositioningStatistical correlation analysis to understand

149、 what is important in driving Brand Consideration,Reputation,Brand Strength and Value.Drivers AnalysisBrand Insights Make your brands business case.Consulting ServicesBrand Finance IT Services 25 35Brand Finance IT Services 25 36+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due

150、Diligence+Fair Value Exercises+Investor ReportingBrand Valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maximise returns.How much is my brand

151、 worth?How much should I invest in marketing?How much damage does brand misuse cause?Am I tax compliant with the latest transfer pricing?How do I unlock value in a brand acquisition?Questions we can help answer:Brand Valuation Make your brands business case.Consulting ServicesOnce you understand the

152、 value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Which brand positioning do customers value most?What are our best brand extension opportunities in other categories and markets?Am I licensing my brand ef

153、fectively?Have I fully optimised my brand portfolio?Am I carrying dead weight?Should I transfer my brand immediately?Is a masterbrand strategy the right choice for my business?+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy

154、Questions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance IT Services 25 37Sustainability and ESG have never been more important considerations for marketers,finance professionals,and the brands they serve.Our sustainability service

155、s bring clarity,allowing you to make the right decisions to add value,protect yourself from risk,and do the right thing.+Perceptions Evaluation and Tracking +Sustainability ROI Analysis +Competitor Insights and Positioning Recommendations +Materiality Exercises +Stakeholder Engagement and Workshops

156、+Sustainability Reporting and Disclosure Support How important is sustainability in driving the choices of customers,employees,and investors?Which sustainability issues are most relevant to my brand?How sustainable is my brand perceived to be versus competitors?What is the potential value of enhanci

157、ng perceptions?Could value be at risk?If so,how much?How do I secure investment or budget allocation?How do I improve performance and perceptions?Questions we can help answer:Brand Sustainability Understand perceptions and align them with performance.Consulting ServicesBrand Finance IT Services 25 3

158、8Sponsorships are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in brand valuation,such as research,financial modelling,and strategic analysis.This approach helps marketing and finance managers to under

159、stand the effectiveness of sponsorships and maximise ROI.Advertising equivalency,and traditional research interpretation of sponsorships,fails to adequately address key questions around brand building and value creation.Brand Finance takes a broader view to understand sponsorships in the context of

160、achieving brand and business objectives.Can I develop a sponsorship strategy to match commercial objectives?Is the partnership a good fit?What is the short-term impact on business performance?What impacts there on long-term brand building metrics?What is my financial return from the sponsorship inve

161、stment?Should the partnership be renewed,and if so,at what price?How does my sports partnership compare to the market?Questions we can help answer:Sponsorship ServicesMaximise value from your sponsorships.Consulting Services+Sponsorship Strategy+Partnership Opportunity Analysis+Return on Investment

162、Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance IT Services 25 39Brand Dialogue Limited is a member of the Brand Finance Plc Group.With strategic planning and creative thinking,we develop communications plans

163、to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geo

164、graphic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+Market Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Events+Conference Management+Native Advertising+R

165、etail MarketingMarking&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases+Bespoke Publications,Blogs&Newsletters+Marketing Collateral Design+Social Media ContentContent Creation+Media Relations+Press Tr

166、ips&Events+Strategic Partnerships&Influencer Outreach+Social Media ManagementPublic Relations&CommunicationsFor further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haigh

167、brandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Franc

168、isa.francisbrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMi

169、hai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamQuyen Luongq.luongbrandfi Brand Finance Network Brand Finance IT Services 25 41Contact usT:+44(0)20 7389 9400E:W: