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1、IT Services 25 2025 The annual report on the most valuable and strongest IT Services brands Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chart
2、ered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is o
3、fficially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of br
4、andsBrand 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 types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds le
5、ading brand valuation consultancyFor business enquiries,please contact:For media enquiries,please contact:+44 207 389 Brand Finance IT Services 25 3 2025 All rights reserved.Brand Finance Plc.ContentsForeword 5David Haigh,Chairman&CEO,Brand FinanceSector Overview 6Valuation Analysis 8Most Valuable I
6、T Services Brands 2025 9Accenture:Most Valuable Brand 11HCLTech:Fastest Growing Brand Value 12Hexaware Technologies:Brand to Watch 13Brand Strength Analysis 14Sustainability Analysis 17Brand Spotlights 19Infosys 20Interview with Sumit Virmani,CMO,InfosysHCLTech 23Interview with Jill Kouri,Global CMO
7、,HCLTechTech Mahindra 27Interview with Peeyush Dubey,Chief Marketing Officer,Tech MahindraHexaware Technologies 30Interview with Nidhi Alexander,Chief Marketing Officer,Hexaware TechnologiesBrand Value Ranking(USDm)33Methodology 34Our Services 44Worlds top 25 IT Services brands reach$163 billion in
8、brand value in 2025+Accenture named worlds most valuable IT services brand for seventh year running,and clinches title of strongest IT services brand+TCS retains its position as the#2 global brand and surpasses the major milestone of USD20 billion in brand value+HCLTech emerges as worlds fastest-gro
9、wing IT Services brand in 2025+Infosys has the highest compound annual growth rate among IT Services brands over the past 5 years at 18.2%ForewordBrand Finance IT Services 25 5David Haigh Chairman&CEO,Brand FinanceThe global business landscape is constantly evolving,shaped by economic shifts,technol
10、ogical advancements,and changing customer expectations.In this dynamic environment,strong brands continue to stand as key drivers of business success,enabling organisations to differentiate themselves,attract loyal customers,and build resilience in an increasingly competitive world.The enduring impo
11、rtance of brand strength is supported by Brand Finances extensive research.A well-managed brand delivers measurable value beyond customer attraction and retention it enhances talent acquisition,investor confidence,and organisational agility.In todays marketplace,a strong brand is not just an asset b
12、ut a strategic imperative.Brand Finance has deepened its investment in understanding customer perceptions like never before.This year,the Brand Strength Index has evolved to include metrics based on familiarity and perceptions of both functional credibility and emotional appeal versus competitors.Th
13、is updated model is designed to be predictive of growth,capturing the drivers of value such as increased demand,higher willingness to pay,and stronger customer advocacy.The insights gathered from over 170,000 respondents across 41 sectors and 31 countries in this years Global 500 report highlight th
14、e importance of these factors in shaping the worlds strongest and most valuable brands.A persistent challenge is the assumption that Chief Financial Officers (CFOs)are opposed to investing in brands,but we believe this is a misconception.Ambitious CFOs understand that a strong brand supports busines
15、s success but many are reluctant to allocate resources toward long-term brand-building without data supporting this approach,often resulting in a prioritisation of short-term performance marketing.The findings from this years report underscore the importance of data in aligning the priorities of cor
16、porate leaders.Brand valuation empowers CFOs to invest in brand with confidence,resulting in business decisions focused on growing and enduring brand value and strength.Whether you are aiming to strengthen your brand or quantify its contribution to your businesss success,the Brand Finance team is he
17、re to support you with brand valuations that align marketing and finance to accelerate growth.We invite you to explore the insights within this report and collaborate with us in shaping a more profitable and sustainable future for your brand.Sector OverviewBrand Finance IT Services 25 7Over the past
18、 few years,the IT sector has operated in a contradictory market.On the one hand,corporate spending slowed in late 2023 and early 2024 due to inflation and high interest rates.In parallel,the artificial intelligence(AI)market exploded accelerating AI services related demand for corporate solutions.In
19、 2025,those parallel realities are beginning to converge as IT companies benefit from interest rate cuts,resurging corporate spending,and the ongoing appetite for new technologies.New tech requires updated stacks and security boosts,which means the market recovery is likely to include IT brand oppor
20、tunities in AI,cloud,and cybersecurity.The most valuable IT brands are refocusing on innovation and strategic initiatives to adapt to evolving industry trends and maintain a competitive advantage.In the latest ranking of IT Services brands,the US maintains its dominant position,holding over 40%of th
21、e total brand value in the table.This underscores the continued influence and leadership of US-based companies in the global IT services landscape.However,the collective brand value of US brands has experienced a slight decline,reflecting the impact of unfavourable market conditions and economic unc
22、ertainties.India secures the second position,contributing 36%of the tables collective brand valuea significant achievement fuelled by a 14%increase in brand value.This remarkable growth not only highlights Indias dominant role in the global IT services market but also signals its readiness for susta
23、ined expansion in 2025,bolstered by its strong focus on technological innovation,workforce expansion,and adaptability to evolving global trends.As the US market shows signs of recovery,Indian IT players are projected to benefit significantly from renewed demand,further solidifying Indias position as
24、 a critical player in the industry.Sector OverviewValuation AnalysisBrand Finance IT Services 25 9The collective brand value of the top 25 IT Services brands stands at USD163 billion in 2025.15 out of the top 25 brands have seen an increase in their brand values,underscoring the continued importance
25、 of IT services in the ever-evolving digital landscape.Despite recent economic challenges,IT services companies are witnessing a resurgence in brand value growth,largely driven by the improved economic outlook for 2025-2027.This positive forecast has significantly boosted client confidence and spend
26、ing,leading to increased investments in digital transformation,cloud computing,and advanced technologies like AI.Most Valuable IT Services Brands 2025Top 10 Most ValuableIT Services Brands 2025 Brand Finance Plc.2025$41.5 bnaccenture+2%#1$21.3 bnTCS+11%#2$16.3 bnInfosys+15%#3$10.2 bnIBM Consulting-1
27、6%#4$10.0 bnNTT DATA+12%#5$9.9 bnCapgemini-3%#6$9.0 bnCognizant+4%#7$8.9 bnHCLTech+17%#8$6.1 bnWipro+6%#9#10$4.1 bnFujitsu-5%There is little movement in the top 10 from 2024,reflecting the strong market leadership and stability of the top brands.Accenture(brand value up 2%to USD41.5 billion)leads as
28、 the worlds most valuable IT services brand for the seventh year running.Accentures strong global presence,diverse service offerings,and strategic investments in AI have reinforced its dominance at the top of the ranking.TCS(brand value up 11%to USD21.3 billion)retains its position as the worlds sec
29、ond most valuable IT services brand for the fourth consecutive year.Notably,TCS is the second IT services brand to surpass the major milestone of USD20 billion in brand value,on the back of its investments in its brand and its growing prowess in AI and new technologies.A key pillar of TCSs brand-bui
30、lding strategy is its association with marathons and other high-profile sports events worldwide.From sponsoring iconic races like the TCS New York City Marathon and the TCS Sydney Marathon(its latest acquisition in 2024),to partnering with Jaguar TCS Racing in Formula E,TCS has cemented its global p
31、resence by using sports as a dynamic platform to connect with diverse audiences while highlighting its transformative digital solutions.20242025Lower quartile-8.7%-4.6%Median1.6%2.9%Upper quartile10.8%9.8%Growth Trends Top 25 Brand Finance Plc.2025Brand Finance IT Services 25 10Infosys(brand value u
32、p 15%to USD16.3 billion)is recognised among the worlds top three most valuable IT Services brands for the fourth consecutive year.The brand has also achieved the fastest compound annual growth rate(CAGR)in brand value(18%)over the last five years among IT Services brands.Bolstered by the robust lead
33、ership of CEO Salil Parekh,Infosys has redoubled its relevance in the AI-first world and consistently delivered strong performances and innovation in the rapidly evolving digital services landscape.IBM Consulting(brand value down 16%to USD 10.2 billion)remains in fourth place,but is now only narrowl
34、y ahead of NTT Data,(brand value up 12%to USD10.0 billion)which has climbed to fifth position.IBM Consulting faced challenges in consulting revenue for 2023,primarily due to a shift in client priorities.Many customers have redirected IT budgets toward generative AI-related software and technologies,
35、reducing spending on traditional consulting services and impacting IBM Consultings performance.Capgemini drops down to 6th rank following a marginal 3%drop in brand value to USD9.9 billion.Revenue decline and market slowdown,notably in manufacturing,have likely impacted Capgeminis brand value.Tech M
36、ahindra(brand value up 9%to USD3.4 billion)has sustained its position among the Top 10 strongest IT Services brands globally in 2025,achieving a record-high brand strength index score of 77.3 and a corresponding AA+rating.Valuation AnalysisThis success is driven by its Scale at Speed promise,which a
37、ligns with the dual priorities of scale and speed to connect with customers worldwide.Tech Mahindra has further bolstered its brand impact through initiatives such as launching a new website,streamlining marketing operations,strengthening its partnership with Mahindra Racing,and supporting the Globa
38、l Chess League through sponsorship efforts.Further down the ranking,Samsung SDS(brand value down 14%to USD2.2 billion)drops down to 14th rank,while Xerox(brand value down 26%to USD1.2 billion)drops one rank to 20th.With growing competition and the rise of digital solutions,the company has struggled
39、to maintain its leadership,losing its previous dominance in the market.Genpact(brand value USD1.3 billion)has emerged as a notable new entrant in the IT Services 25,ranking in 19th position.In recent years,the brand has embraced an AI-first strategy,emphasising its technological expertise,customer-c
40、entric focus,and deep industry knowledge.Genpact positions itself as a leader in driving business transformation through the adoption of cutting-edge technologies.More recently,Genpact announced a five-year digital transformation engagement with Tropicana Brands Group,using digital solutions and AI
41、to drive efficiency and innovation.This initiative highlights Genpacts ability to act upon the evolving demands of the global market and solidify its position as a transformative presence in the market.Brand Finance IT Services 25 11Accenture holds its position as the most valuable IT services brand
42、 in 2025,seeing a slight 2%increase in brand value to USD41.5 billion.The company reported a slight 1%rise in revenue to USD64.9 billion for fiscal year 2024,with record new bookings of USD81.2 billion.Accentures focus on Generative AI continues to bolster its brand value dominance.By integrating ge
43、nerative AI into client solutions,Accenture has enabled organisations to optimise operations,enhance decision-making,and drive innovation.In 2024,the company secured USD3 billion in new bookings related to generative AI,with revenue from this segment soaring to nearly USD900 million,a considerable i
44、ncrease from USD100 million the previous year.These achievements highlight Accentures leadership in leveraging AI to foster innovation and accelerate business growth.Accenture:Most Valuable BrandAccenture Brand Value Trend Line|2007-2025(USDm)Brand Finance Plc.202545,00040,00035,00030,00025,00020,00
45、015,00010,0005,00002007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 202320242025Brand Finance IT Services 25 12HCLTech(brand value up 17%to USD8.9 billion)has emerged as the worlds fastest-growing IT Services brand in 2025.This growth is fuelled by its strong financial
46、 performance driven by a series of mega deal wins across diverse industries and geographies in 2024,the continued positive momentum of its successful brand transformation and its early leadership in AI/GenAI business.HCLTechs AI offerings have created a lot of stickiness in the market,the company ha
47、ving entered the space almost a decade ago and having strong AI partnerships with all the leading Technology OEMs and Hyperscalers.HCLTech:Fastest Growing Brand ValueHCLTech Drivers of Change Brand Finance Plc.20252024 Brand ValueMacroeconomicBrand Strength2025 Brand ValueFinancial030006000 9000Bran
48、d Finance IT Services 25 13Hexaware Technologies has entered the IT Services Top 25 Global rankings for 2025,a testament to its consistent efforts in fostering innovation,employee empowerment,and client satisfaction.A remarkable journey of consistent brand building efforts over 5 years resulted in a
49、n AA+brand strength rating and a brand value of USD824 million.Amid challenging geopolitical conditions,Hexaware focused on key markets and empowered employees through innovation and continuous learning.The companys transformation into an AI-first organisation in 2023-2024,saw leadership and 99%of I
50、T professionals trained in AI technologies,strengthening its innovative edge.Hexawares people-first strategy fosters a culture of innovation and collaboration,driving both business success and brand identity.Sustainability remains integral,with initiatives like energy and water conservation and comm
51、unity engagement seamlessly embedded across operations.Hexawares focus on innovation,inclusivity,and sustainability underpins its remarkable debut,positioning it for sustained growth and impact in the global IT services landscape.Hexaware Technologies:Brand to WatchBrand Strength AnalysisBrand Finan
52、ce IT Services 25 15Accenture has overtaken IBM Consulting to become the strongest IT Services brand in 2025,with a brand strength index score of 89.6/100 and an equivalent AAA+rating.IBM sits in second place with a score of 89.3/100,while Infosys moves up to third,scoring 85.8/100.Accentures rise i
53、n brand strength is largely driven by its exceptional familiarity and market presence,particularly in the US,where it commands the highest familiarity levels among the top 25 brands.Accentures robust competitive position is further reflected in its top score for consideration in both Europe and the
54、US.This indicates that businesses view Accenture as a preferred partner in IT services.Additionally,the brand achieves high scores for Premium Price Acceptance globally,reflecting consumers willingness to pay a premium for its offerings,driven by its reputation for quality and innovation.Brand Stren
55、gth AnalysisGlobal Top 10 Strongest IT Services Brands 2025 Brand Finance Plc.2025FactorEuropeAmericaRoWBrand Perceptions Knowledge Assurance AppealCustomer Behaviours Choice Propensity Advocacy Price AcceptanceAccenture Brand Strength Attributes Heat Map Brand Finance Plc.2025Weaker performanceStro
56、nger performance#1accenture89.6#2ibm consulting89.3#3infosys85.8#4tcs84.5#5cognizant82.7#6capgemini82.4#7globant81.5#8hcltech80.2#9ntt data77.3#10tech mahindra77.3Brand Finance IT Services 25 16The drivers of brand strength encompass a range of factors that influence decision-making when evaluating
57、companies or service providers,emphasising technical expertise,operational efficiency,and strategic alignment with client needs.Brand Finance data find that“Deep expertise in AI”emerges as the most important driver (18.0%),underscoring the growing importance of leveraging advanced artificial intelli
58、gence to solve complex problems,streamline processes,and deliver data-driven,scalable solutions.This highlights the necessity for companies to stay at the forefront of AI innovation to remain competitive.Brand Finance reveals that IBM notes the highest driver score for AI expertise,while Infosys and
59、 Accenture also perform strongly,highlighting Brand Strength AnalysisAttributes that Drive Brand Strength Brand Finance Plc.2025Easy to deal withCollaborativeUnderstand my business needsIntegrityPragmatic Has integrated capabilitiesLeader in strategic digital transformation Committed to supporting c
60、ommunities&wider societyCares mostly about profitsAgileChallenges status quoA secure choiceDisruptiveSolutions to my problemsReliable Global brandCommitted to protecting the natural environmentAbility to deliverTrusted partnerBrings innovative solutionsCompetitively pricedBest in class talentFlexibl
61、e processCustomer service focusedProduct-led companyService-led companyStrong company cultureDeep expertise in AIProfessionally,ethically,and responsibly managedBSIFUNCTIONAL ATTRIBUTESEMOTIONAL ATTRIBUTEStheir competitive positions in AI innovation,key drivers of growth in a rapidly evolving market
62、.“Customer service”(14.1%)is also identified as a key driver of brand strength,highlighting the need for consistent,high-quality support in complex,technology-driven industries.Similarly,the“ability to deliver”(13.6%)emphasises reliability,operational excellence,and effective risk management,all cri
63、tical for success in complex,technical fields.“Trust”also ranks highly,with clients prioritising transparent,dependable partners who foster long-term relationships.IBM,Infosys,and Accenture score strongly across these metrics,underscoring their ability to deliver exceptional service,maintain operati
64、onal reliability,and build lasting trust with their clients.These strong brand perceptions contribute to their sustained leadership in the market.Sustainability AnalysisBrand Finance IT Services 25 18Sustainability is becoming an increasingly important driver of consideration and reputation in the I
65、T Services sector.IT Services brands are responsible for their own operational impacts,which largely concern energy consumption,water use,and carbon emissions.Leading brands also offer services that enable sustainability improvements for their customers.Customer expectations are shifting towards par
66、tners who address sustainability and technological innovation together,underscoring the imperative for IT companies to set and advance on their sustainability goals.In the long term,this can deliver reputational benefits;by consistently demonstrating commitment to environmental and social responsibi
67、lity,companies can significantly enhance their brand image and foster enduring stakeholder trust.Brand Finance data considers three sustainability-related factors that influence consideration;these encompass environmental,social,and governance aspects of sustainability.In total,sustainability is res
68、ponsible for driving 17.5%of consideration of IT Services brands,up from 14.1%in 2024.Of these,the most significant driver is a companys commitment to supporting communities and wider society,followed by its dedication to being professionally,ethically,and responsibly managed.Valuing Sustainability
69、Perceptions Brand Finance Plc.2025ISO10668Sustainability AnalysisXX=High ImportanceLow Importance%Sustainability Driver(%)Contribution of sustainability to brand value determined using drivers analysis.Sustainability Perceptions ScorePerceptions of the brands commitment to sustainability are transfo
70、rmed into scores that modify the final value.$Sustainability Perceptions ValueThe proportion of brand value that is attributable to sustainability perceptions.Group Brand ValueBrand Value is calculated for the brand in accordance with ISO10668.$Among the top 25 IT Services brands,Accenture has the h
71、ighest Sustainability Perceptions Score,at 4.31 out of 5.Accenture scores well across environmental,social,and governance categories and has clearly communicated its commitment to ethical management and diversity.The company also fosters social impact,with over 81,000 employees participating in comm
72、unity and environmental initiatives during its inaugural Season of Impact.Environmental consciousness is another factor driving consideration of IT Services brands,as more businesses seek IT partners that are committed to climate action and can help them on their own net zero journeys.Accenture has
73、set ambitious environmental sustainability goals,including achieving net-zero emissions by 2025 through 100%renewable energy.The company enables sustainability outcomes for its clients by leveraging technology-powered solutions that help organisations reduce carbon footprints and develop strategic s
74、ustainability roadmaps.Brand SpotlightsBrand Finance IT Services 25 20Brand ValueUSD16.3 bn+15.0%#30Brand StrengthBSI 85.8+2.3#32Infosys Brand Finance IT Services 25 21Interview with Sumit VirmaniSumit VirmaniCMO,InfosysInfosys has achieved consistent brand value growth for eight consecutive years.W
75、hat would you say are the core building blocks that have powered this success?Our efforts are consistently to build Infosys into one of the most respected IT services brands in the industry,deeply differentiated in its ability to help clients navigate a cloud-first,AI-first world.We orchestrate our
76、efforts to ensure brand Infosys is always evolving to remain relevant and responsive to the changing needs of our stakeholders after all,our brand promise is navigate your next.At the same time,we make sure that the brand remains unchanging in its commitment to live its purpose-amplifying human pote
77、ntial and creating the next opportunity for all.Balancing that dichotomy is whats working well for us.Over the years,some strategic choices have served us well:Partnerships:Nearly eight years ago,we started to turn our key brand partnerships into platforms that showcase our core technology capabilit
78、ies.Take,for example,our tennis partnerships.Eight years ago,if you were following a tennis grand slam,the only stats you could access,as a fan,were scores and serve speeds.Several insights were missing-the spin of the serve,the angle of the winner,head-to-head comparisons,player performance under p
79、ressure,and more.These insights are so valuable for players,their coaches,sports journalists,and millions of fans.Today,Infosys AI and analytics capabilities make sure its all out there for the tennis ecosystem to follow.And for our brand,its a great way to showcase our differentiated capabilities t
80、o the market.Productised approach to sub-brands:The world of technology services,unlike the software products space,does not have differentiated offering-brands.We sought to create sub-brands in new and emerging categories to strengthen brand Infosys.Infosys Cobalt and Infosys Topaz are two examples
81、.Infosys Cobalt is the first cloud services brand in our entire industry.And Infosys Topaz is the first AI services brand.We borrowed the idea of category-brands,not uncommon in other industries,and use it as a lever to accelerate differentiation for Infosys.Platform-A state of the art marketing tec
82、h stack:We set up a modern marketing tech stack.In addition to driving efficiency of our marketing investments,it helps us track marketing ROI and measure brand engagement,effectiveness,and its correlation to business outcomes.This is invaluable for measuring brand impact.Brand Finance IT Services 2
83、5 22Purpose:While we have been a brand that is driven by a deep sense of values over the last four decades,we have codified this into our purpose over the last few years.This now guides all our stakeholders,across all of our engagements and investments so we present ourselves not only consistently b
84、ut also authentically as a brand.For Infosys,our purpose is to amplify human potential to create the next opportunity for people businesses and communities.Performance Metrics:While the partnerships,sub brands,tech stack and a well-articulated purpose serve us well,we also make sure its all coming t
85、ogether to deliver results for the business both in the short and the medium terms.To help stay focused on those metrics,we have developed a brand and business impact framework that focuses on measuring brand preference,awareness,and consideration along with their correlation to long-term market sha
86、re gains.While AI offers numerous potential benefits,it also presents risks.How has brand-building at Infosys adapted to the rapid advancements in AI?AI can indeed be a double-edged sword if not embraced responsibly.We believe that AI is one of the most disruptive opportunities presented to us marke
87、ters and our AI-first approach to brand building reflects that.We have been experimenting with the innovation potential of the technology and our own AI-first suite of services,Infosys Topaz,has been integral to powering many of these advances.We balance rapid innovation with responsibly scaled ente
88、rprise-wide implementations harnessing both our AI Foundry and AI Factory.For example,our marketing teams routinely create secure AI platforms and experiences that run as part of our digital and social media campaigns.Our campaign RafaForever empowered a billion tennis fans to celebrate the legacy o
89、f tennis superstar,Rafa Nadal,by creating their own personalised celebration poster using our gen AI-powered platform.Another example is the AI-first approach to our annual report in 2024.This provided every shareholder the opportunity to create a personalised cover for themselves.These are examples
90、 of how gen AI can truly democratise creativity and create personalised and fulfilling experiences.Infosys brand strength has been on an upward trajectory since 2019,reaching an all-time high in 2025.What plans or approach do you have in place to continue this growth in brand strength?Our brand,weve
91、 always believed,is the intangible asset that creates an emotion bridge between our business and our customers.We also know brand strength has a tangible correlation to growth,market share gains,and profitability.Our brand and business impact framework,that I referred to earlier,helps us remain focu
92、sed.We have always aspired to maintain a fine balance between short-term focused performance marketing and long-term focused brand marketing.In addition,the right balance between performance,promise,and purpose is at the heart of building brands that last.At Infosys,that philosophy is integral to ou
93、r business strategy and that balance helps us maintain focus on nurturing our brand as a valuable intangible asset for the long-term.Brand Spotlight Infosys|Interview with Sumit VirmaniBrand Finance IT Services 25 23HCLTechBrand ValueUSD8.9 bn+17.0%#80Brand Strength#81BSI 80.2+0.3 Brand Finance IT S
94、ervices 25 24Interview with Jill KouriJill Kouri Global CMO,HCLTechFirst,Jill,congratulations on HCLTech being acknowledged as the worlds fastest-growing IT services brand in 2025.Could you please elaborate on the key factors contributing to this impressive growth?Were thrilled to have reached this
95、milestone 2 years following our brand transformation.FY24 was an incredible year for HCLTech,with our revenue growth topping all other tier 1 global IT services companies.Our early moves in the AI and generative AI space paid off,putting us ahead of the curve.Our brand valuation reflects this perfor
96、mance,showing how closely our business successes complement how the market views our brand.Following the first full year of our mega deal with Verizon,we further solidified our leadership in the telecom services market by acquiring Communications Technology Group assets from Hewlett Packard Enterpri
97、se.We perform exceptionally well in surveys and research from industry analysts and advisors.HCLTech is the only service provider with a“Customers Choice”rating in 4 out of the 5 Gartner VOC(voice of the customer)reports on IT services.In 2024,we received 6 ISG Star of Excellence awards,including th
98、e ISG CX Star Performer Award for Generative AI services,with a customer experience score of 89.2 compared to the industry average of 75.74.We were proud to be recognised by Forrester in 2024 with a B2B Program of The Year Award for our work in transforming our brand and digital,employee,client and
99、prospect experiences.Our brand continues to be powered by a marketing organisation dedicated to cutting-edge AI applications throughout the marketing lifecycle.Our marketing tech stack is optimised for AI,and we are partnering with our internal technology partners to spearhead new Agentic AI applica
100、tions,which will further accelerate our ability to reach clients and prospects strategically.Brand Finance IT Services 25 25We are deeply committed to corporate governance and ethical business practices.We were honored when Ethisphere named us one of the Worlds Most Ethical Companies in 2024.Further
101、more,TIME magazine recognised us as the number one India-headquartered company in their Worlds Best Companies list for 2024.We also opened our brand-new flagship offices in New Jersey and California this year,which will soon feature new Customer Innovation Centers.Weve continue to reap significant v
102、alue and broad brand awareness from our sports partnerships,extending our reach with Cricket Australia.And thought leadership and research continues to be a core mid-funnel component of our programming.Whats extra special about the Brand Finance recognition is that it coincides with the 25th anniver
103、sary of HCLTech becoming a publicly-listed company.Since our initial public offering,HCLTech has experienced remarkable growth,with revenues increasing by over 80 times and annual profits rising by 90 times,resulting in the highest cumulative total shareholder return among tier 1 IT companies over t
104、his period.Our 2025 Brand Guardianship Index study has revealed your CEO&Managing Director C Vijayakumar(CVK)is ranked at#1 among Top CEOs in the global IT services industry on the parameter of promoting gender diversity.How do gender diversity,ethics and responsibility play a role in shaping the pe
105、rception of a brand like HCLTech?Were incredibly proud of CVK.With 37.5%women directors on our Board,50%women in our 2024 campus hires and a 44%increase in leadership gender diversity over the last five years,were committed to making real progress.Were building an environment where women feel suppor
106、ted and valued.Weve implemented various initiatives to promote gender diversity,including our#ShePowersProgress campaign,which celebrates women in tech both inside and outside the organisation and builds a strong foundation for future women leaders.And now,with pride,we can say that for two successi
107、ve years,we collaborated with CNBC-TV18 in bringing policymakers,industry leaders and corporates together to drive actionable strategies for advancing gender parity and inclusion.Brand Spotlight HCLTech|Jill KouriBrand Finance IT Services 25 26Brand Spotlight HCLTech|Jill KouriWe aim to achieve 40%w
108、omen in our workforce by 2030 and have formed an ESG&Diversity Equity Inclusion Committee to reinforce our dedication to ESG principles and gender diversity.To support this vision,we offer several initiatives that empower women at every stage of their careers.The Women Connect Program creates a stro
109、ng support network for women employees across the organisation,offering mentoring opportunities,leadership workshops and networking events that help them build essential skills and valuable industry connections.Our Ascend Program focuses on equipping women with the mentorship and coaching they need
110、to excel in leadership roles.Additionally,the Returnship Program provides an opportunity for women who have taken a career break to re-enter the workforce with the right support and training to help them transition smoothly.But its not just about womenmale allyship plays a crucial role in creating a
111、 culture where diverse perspectives are valued and respected.We have work to do,but we are on the right path in creating a workplace full of diverse perspectives and skill sets shaping the future of tech.Brand Finance IT Services 25 27Tech MahindraBrand ValueUSD3.4 bn+9.4%#120Brand Strength#100BSI 7
112、7.3+3.9 Brand Finance IT Services 25 28Interview with Peeyush DubeyPeeyush Dubey Chief Marketing Officer,Tech MahindraHow has Scale at SpeedTM positioning supporting Tech Mahindras brand success?Our world is experiencing myriad geopolitical disruptions against the backdrop of a fast-evolving technol
113、ogical landscape led by AI.When embarking on a tech transformation journey,organisations must often choose between scaling this journey or prioritising speed.We have seen this across industries and this is where we have redirected our effortsto drive the promise of Scale at SpeedTM,helping all our s
114、takeholders transform at speed while bringing agility and efficiency to their businesses.We have also deepened our partnership ecosystemwith Microsoft to modernise workplaces,with SAP to enhance business transformation,with Salesforce to seamlessly deliver enterprise solutions,with Google to acceler
115、ate cloud adoption,and NVIDIA to enable further democratisation of GenAI,among others.This promise of Scale at SpeedTM is deeply rooted in our expertise,the strength of our talent,and the diverse experiences we bring as part of the Mahindra Group.Its success underscores our ability to navigate compl
116、exities,deliver meaningful change,reaffirming ourselves as a brand that helps organisations lead with confidence.How has the company adapted to emerging trends and technologies,and how has this influenced Tech Mahindras brand positioning in the market?We are making next-generation technologies a pri
117、ority,to constantly engage in conversations alongside collaboration,to create solutions that can improve the way we live.Globally,GenAI,5G,and other advancing technologies are our key focus areas,working with long-standing partners like Google,Microsoft to build for the future.Brand Finance IT Servi
118、ces 25 29Weve simplified our organisation structure,launched a new iteration of our website to reflect the promise of Scale at Speed,and remain focussed on customer-centricity as we continuously invest to empower our teams with next-generation tools powered by technologies like AI/GenAI.Our brand pr
119、operties like the Global Chess League are uniquely positioned to spotlight the sport at a global scale and nurture talent,while our long-standing partnership with Mahindra Racing ensures a solid presence as the only Indian team to compete in ABB FIA Formula E World Championship.We continue to partne
120、r with global leaders like WSJ Intelligence,and this year we are set to launch The Tech Adoption Index,a pioneering research report that will provide a roadmap for decision-makers on their transformation journeys.Our The Big Thinkers platform,developed with WSJ Custom Content Studios,further amplifi
121、es thought leadership and drives necessary conversations across our customer C-Suites.What role is Tech Mahindra playing in terms of enabling sustainability and navigating climate change?At Tech Mahindra,we see sustainability as brand-defining.We are deeply committed to achieving Net Zero by 2035,Ca
122、rbon Neutrality by 2030,Brand Spotlight Tech Mahindra|Peeyush Dubeyand sourcing 90%renewable energy by the same year.We are also dedicated to being water-positive and achieving 100%Zero Waste to Landfill certification across all owned facilities.These efforts are driven by initiatives like our inter
123、nal carbon pricing mechanism,which supports investments in renewable energy,energy-efficient technologies,and green buildings.We have an end-to-end environmental,social,and governance or ESG portfolio to help our customers and stakeholders manage sustainability targets,and achieve their ESG goals.Ou
124、r goal as a trusted technology service provider is to create a sustainable future where the positive impact of our transformation efforts is equally felt across our stakeholders and our communities.Even in our partnerships,sustainability is a key focus.Mahindra Racing,for instance,is the greenest te
125、am in motorsport.For years now,Tech Mahindra has been recognised for its sustainability efforts across the world.We are proud to be one of the few IT companies in the world to drive this momentum ahead.Our efforts have been recognised globally as Tech Mahindra has been ranked 1st in India and 2nd gl
126、obally by the Dow Jones Sustainability Index(DJSI)2024,marking a decade of our inclusion in the DJSI World Index and Emerging Markets.TIME magazine also named us one of the Worlds Most Sustainable Companies of 2024.Brand Finance IT Services 25 30Hexaware TechnologiesBrand ValueUSD0.8 bn+13.9%#242Bra
127、nd Strength#123BSI 76.4+3.1 Brand Finance IT Services 25 31Interview with Nidhi AlexanderNidhi Alexander Chief Marketing Officer,Hexaware TechnologiesHow has Hexaware adapted to emerging trends and technologies,and how has this influenced the companys brand positioning in the market?At Hexaware,weve
128、 embraced an AI-first strategy,embedding artificial intelligence across our service portfolio and internal operations.This isnt just about adopting technologyits about reshaping how we deliver value.For instance,99%of our IT workforce,including our leadership team,has undergone intensive training in
129、 AI and Generative AI.Weve also introduced cutting-edge solutions such as RapidX,which accelerates software development and surfaces business rules,and Tensai,an automation framework that ensures efficient tech management.Our Amaze platform has revolutionised cloud migration,enabling businesses to t
130、ransition seamlessly and optimise operations.These advancements have not only positioned Hexaware as a leader in technology innovation but have also amplified our brands credibility as a forward-thinking and customer-centric organisation.Our approach ensures we stay ahead of industry trends,addressi
131、ng the evolving needs of clients.Its this adaptability and foresight that have been pivotal in elevating our brand into the global spotlight.What is Hexawares approach to brand success?At Hexaware,one of our core values is“Innovate Relentlessly.”We have embraced this value in our approach to buildin
132、g the brand.I strongly believe that the true strength of a brand lies in its adaptability.In 2023,we undertook a major revamp of the Hexaware brand.We introduced a more modern look and feel,culminating in the launch of a redesigned website that reflects our commitment to innovation and aligns with t
133、he evolving needs of our customers.This transformation wasnt just aestheticit symbolised our brand as a living,evolving entity that responds to market trends and the needs of our customers.Our efforts have been validated through industry recognition.We won Gold and Bronze Stevie Awards at the 2024 I
134、nternational Business Awards,with the Gold awarded for Marketing Department of the Year.Brand Finance IT Services 25 32Additionally,we brought home wins across multiple categories at the 2024 MarCom Awards,but the Gold Award for Teams Body of Work Achievement particularly underscores the impact of H
135、exawares marketing team in amplifying the brands influence.These accolades reflect the strength of our marketing strategy and its alignment with our broader vision of delivering transformative value.By staying true to our values and continuously evolving,weve built a brand that resonates with stakeh
136、olders,inspires trust,and drives long-term success.Employee engagement can significantly impact brand perception.How does Hexaware involve employees in contributing to and aligning with the brand?Our employees are the heart of our brand.At Hexaware,we understand that a motivated and engaged workforc
137、e is key to delivering on our promises.To that end,weve implemented several initiatives to align our teams with our brand vision:SalesCentral:Weve developed a Digital Asset Management(DAM)platform called SalesCentral,serving as a single source of truth for all brand collateral.Recently,we enhanced i
138、t with AI search capabilities,making it even easier for our teams to access the latest materials.This empowerment enables our sales and account teams to act as informed brand ambassadors.Hexaware BrandStore:To foster a sense of pride and unity,we launched the Hexaware BrandStore,offering employees a
139、ccess to the latest branded merchandise.This initiative encourages our team members to represent Hexaware proudly,both within and outside the workplace.Recognition and Rewards:Acknowledging employee contributions is integral to fostering a sense of pride.Our recognition programs celebrate both indiv
140、idual and team achievements,reinforcing their role in shaping the Hexaware brand.When employees understand and believe in the companys mission,they naturally become its ambassadors,and today we are proud that we have over 30,000 brand ambassadors for Hexaware.Brand Spotlight Hexaware Technologies|Ni
141、dhi Alexander2025 Rank2024 RankBrandCountry2025 Brand ValueBrand Value Change2024 Brand Value2025 Brand Rating110accentureUnited States$41,504+2.5%$40,502AAA+220TCSIndia$21,266+11.0%$19,165AAA-330InfosysIndia$16,338+15.0%$14,213AAA440IBM ConsultingUnited States$10,197-15.7%$12,097AAA562NTT DATAJapan
142、$10,008+12.1%$8,932AA+651CapgeminiFrance$9,873-3.3%$10,213AAA-770CognizantUnited States$9,021+4.4%$8,643AAA-880HCLTechIndia$8,860+17.0%$7,574AAA-990WiproIndia$6,093+5.8%$5,756AA+10100Fujitsu(IT Services)Japan$4,112-5.0%$4,328AA11110CGICanada12120Tech MahindraIndia13142DXC TechnologyUnited States1413
143、1Samsung SDSSouth Korea15172LTIMindtreeIndia16160EPAMUnited States17182GlobantArgentina18202NEC(IT Services)Japan19-3GenpactUnited States20191XeroxUnited States21210AtosFrance22220Sopra SteriaFrance23230ReplyItaly24-3Hexaware TechnologiesIndia25250VirtusaUnited StatesBrand Finance IT Services 25 33B
144、rand Value Ranking(USDm)Top 25 most valuable IT Services brands 1-25MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ValueMeta+Enterprise ValueThe value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely monobranded architecture,the enterpri
145、se value is the same as branded business value.Facebook+Branded Business Value The value of a single branded business operating under 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 a
146、ny brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.Facebook+Brand ValueThe value of the trademark and associated marketing IP within the branded business.Brand Finance helped to craft t
147、he internationally recognised 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 mi
148、nds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance IT Services 25 35What 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 valuat
149、ion methodologies are essentially 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
150、the“real”value is by looking 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“Ro
151、yalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public ranking but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on
152、 over 6,000 brands in over 41 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
153、 deficient or unclear.Brand Finance 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
154、business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to anybody,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 provid
155、e a variety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance IT Services 25 361.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 ran
156、ge of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue).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
157、,then an appropriate 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,eq
158、uity analyst forecasts,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 CalculationBrand Valuati
159、on MethodologyWe adjust the rate higher or lower for brands by analysing Brand Strength.This Brand Strength analysis is based on two core pillars:“Brand Perceptions”which relate to the level of brand familiarity and the views stakeholders have of a brands offer;and“Customer Behaviours”which are the
160、impacts that those perceptions have on demand,price,and advocacy.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.Bra
161、nd Finance IT Services 25 37Brand Strength MethodologyAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Bran
162、d 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 use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split betw
163、een the Brand Perceptions and Customer Behaviours as measured through our Global Brand Equity Monitor research.This Brand Strength Index is subsequently explained through an analysis of diagnostic attributes known as“Brand Inputs”which highlight the actions marketers can take to build core brand str
164、ength.Brand Strength IndexBrand Perceptions Perceptions of the brand among those familiar with them as well as the overall familiarity itself,given its role as multiplying the effects of strong perceptions.BRANDSTRENGTH INDEXCustomer Behaviours Metrics representing the success of the brand in achiev
165、ing higher consideration,price acceptance and customer advocacy.Brand Strength IndexBrand Finance IT Services 25 381.Attribute Selection and WeightingWe follow a general structure incorporating the brand perceptions and the outcomes that they cause on customer behaviours.This covers the core brand m
166、etrics which matter most and have been analysed for their impact on market share and revenue growth.These attributes are weighted according to their importance in driving the following pillar:Brand Perceptions in driving Customer Behaviours;and finally,the importance of Customer Behaviours metrics i
167、n driving market share,revenue,and ultimately,business value.To convert raw data into scores out of 10 that are comparable between attributes within the scorecard,we then must benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling ba
168、sed on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.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
169、 inform managers of a brands potential for future success.3.Benchmarking and Final ScoringBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor r
170、esearch,a quantitative study of a sample of more than 175,000 people from the general public on their perceptions of over 6,000 brands in over 31 sectors and 41 countries.Over a period of 3 months towards the end of each calendar year,we collect all this data across all the brands in our study in or
171、der to accurately measure their comparative strength.2.Data CollectionBrand Strength MethodologyBrand Finance IT Services 25 39Brand Research MethodologyFor brands that specialize in B2B relationships and transactions,its important to understand Brand Equity amongst their relevant target audience to
172、 have a holistic view of brand value and empower brand strategies through actionable insights and the monitoring of market trends.Our B2B practice have initiated a global study on the IT services market,conducting a structured quantitative assessment amongst a global network of senior business trans
173、formation and IT decision makers.The insights from the study will enable B2B brands to have actionable insights to grow their brand and business.Brands included in the study:Accenture,IBM,KPMG,EY,Deloitte,PWC,Atos,UST,Genpact,EXL,WNS,EVIDEN,Unisys,Thoughtworks,Kyndryl,EPAM,LTIMindtree,Wipro,Infosys,
174、HCLTech,Capgemini,Cognizant,Persistent,Globant,TCS,NTT Data,Tech Mahindra,Virtusa,Hexaware,Stefanini,Tivit,CI&T,ioasys,Zup,Dextra,DTIRegionsSample SizeCountrySample by CountryNorth America373US296Canada77Latin America(LATAM)102Mexico51Brazil51Europe304UK71Germany71France61Italy51Spain50Asia224Austra
175、lia40India89Japan50Singapore45Brand KPIs and Diagnostics +Knowledge+Consideration+Usage+Loyalty+RecommendationBrand Funnel+Reputation,Strategy,Quality+Functional Image drivers(24)Value Innovation Culture+Emotional connection Brand Image&Personality +Role,Seniority,Location,ResponsibilitiesRespondent
176、 Profile +Male-78%+Female-22%GenderBrand Finance IT Services 25 40Brand Research MethodologyWhich of the following job titles is the closest match for your current role?How would you describe your influence on your companys choice in purchasing digital transformation services/IT consulting?Director
177、VP C-suite(CEO/CXO)Senior VP General Manager Assistant VP Other Sole decision maker Authorize spending(and have input)Member of a team that makes the decision Significant influenceBrand Research Respondent Profile30%25%20%15%10%5%0$100m19%28%19%17%11%8%Average digital transformation services/IT cons
178、ulting order sanctioned/approved by you/your team6%68%25%1%23%21%19%13%10%8%5%Companys annual revenue(operating budget if public sector)$500m-$999m$1bn-$4.9bn70%60%50%40%30%20%10%065%21%10%4%$5bn-$9.9bn$10bn+Brand Finance IT Services 25 41Brand Research MethodologyQuestions Which of the following cr
179、iteria would you prioritize when looking for a digital transformation services/IT consulting?-Customer service,trustworthy brand,proactive management,brings innovative solutions,global reach,commitment to sustainability,good track record,understand my business,have the best talent,cyber security,pri
180、ce,agility,being ranked in analysts surveys(Gartner/Forrester etc.),deep expertise in AI,other(specify),none of these.And thinking about the criteria you prioritize when selecting a digital transformation services/IT consulting,please rank the top 3 criteria in order of importance with one being the
181、 most important.-Customer service,trustworthy brand,proactive management,brings innovative solutions,global reach,commitment to sustainability,good track record,understand my business,have the best talent,cyber security,price,agility,being ranked in analysts surveys(Gartner/Forrester etc.),deep expe
182、rtise in AI.If you were looking for a new digital transformation services/IT consulting provider today,which sources would you use to find new ones?For each of the following IT Services brands,please indicate how well do you know them?-Do not know it,know it a little,know a fair amount,know it well.
183、Which of these options best describes your likelihood to consider using/purchasing the following brand(s)digital transformation services/IT consulting in the future?-Is my preferred brand,is a brand I would definitely consider,is a brand I might consider,is a brand I would not consider,dont know/uns
184、ure.You mentioned you would consider the following brand;which specific solutions or services would you consider from this brand?-Technology/IT Services,artificial Intelligence,automation,business advisory,data and analytics,business process outsourcing,finance and accounting services procurement,en
185、terprise risk management,customer service and experience,sales&commercial,marketing,compliance,none of the above.Have you or your company purchased digital transformation services/IT consulting from this firm in the last two years?-No,have not,yes,over 24 months ago,yes,in the last 24 months,not cur
186、rently,yes,currently working with them,dont know.How good,in your opinion,is the overall reputation of the companies listed below?(Rate from a scale of 0 to 10).On a scale of 0-10,with 0 being very poorly and 10 being very strongly,how would you rate this brand on the following attributes?-Is a bran
187、d that meets my needs,is a brand I trust,is a brand I admire.Please select which statement you agree more with regarding the price for the service offered by this brand.-So cheap I doubt its quality,cheap,but a bargain for the price,average price,expensive,but worth the price,too expensive for what
188、you get.On a scale on 0 to 10,how likely are you to recommend the following brands?How would you rate the quality of these companies services compared to others?-Poor,below average,average,above average,excellent,dont know.Key Survey Questions Brand Finance IT Services 25 42QuestionsHow would you ra
189、te the sustainability of these companies in terms of its actions to protect the environment and in supporting communities and wider society?-Poor,below average,average,above average,excellent,dont know.Which of these words,if any,do you think apply to the brand?-Ability to deliver,best in class tale
190、nt,brings innovative solutions,competitively priced,customer service focused,flexible process,global brand,deep expertise in AI,has integrated capabilities,leader in strategic digital transformation,product-led company,service-led company,strong company culture,trusted partner,committed to supportin
191、g communities&wider society,professionally,ethically,and responsibly managed,committed to protecting the natural environment.When thinking about each companys approach,which of these words,if any,do you think apply to the brand?-Agile,cares mostly about profits,challenges status quo,collaborative,ea
192、sy to deal with,understand my business needs,integrity,pragmatic,a secure choice,disruptive,solutions to my problems,reliable.How would you rate the AI vision and capabilities of these companies?-Poor,below average,average,above average,excellent,dont know/could not say.To what extent do you agree o
193、r disagree that the following brand is?-Committed to the environmental aspects of sustainability(e.g.,climate change,avoiding waste/pollution,preservation of wildlife etc.),committed to the social aspects of sustainability(e.g.,Women in Tech,equality,diversity and inclusion,education,etc.),well mana
194、ged and governed(e.g.,has a competent,diverse,and experienced leadership,treats customers and suppliers fairly,not corrupt etc.).Thinking about your company,to what extent do you agree or disagree with the following statements.-Climate or ESG criteria are part of our company risk assessment and risk
195、 management financial practices,climate risks and transition risks are part of our company overarching strategy?,sustainability(in all his aspects)is part of our innovative attraction and retention metrics,we allocate dedicated budget,and we are putting growing attention on our decarbonization path.
196、Thinking about the past 30 days,have you had any kind of conversation or exchange of views about the brands listed below.Please think about conversations in person,on the phone,messaging apps,online forums,social media post,etc.Which of the below brands do you remember seeing,hearing or reading abou
197、t in advertising,communications or media(including sponsorship,events,industry publications etc.)?Which of the below channel(s)/platform(s)do you remember seeing this brand communicating and being active on?DemographicsWhat is your current age?Which gender do you identify as?A quick question about s
198、ports and interests.Which of these things do you follow,in-person,on TV or online?Please select all that applyBrand Research MethodologyBrand Finance IT Services 25 43Our ServicesConsulting ServicesBrand Analytics&InsightsThe measures that matterThe only way to effectively manage a brand is to measu
199、re it.Brand evaluations are essential to understand the strength of your brand and how it compares to your competitors.Measuring your brand helps identify what drives value and how to prevent losing marketing share,resulting in effective,data-driven strategies to grow your brand.+Brand Audits+Qualit
200、ative&Quantitative Research+Syndicated Studies+Brand Tracking+Brand Drivers&Conjoint Analysis+B2B&B2C Research+Are we building our brand strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do d
201、ifferent stakeholders think of my brand?+What is most important to my customers?Brand ValuationMake the business case for your brandBrand valuation is the language marketers use to ensure finance teams understand the value of their brand.Valuation data empowers CFOs to invest in brand with confidenc
202、e,resulting in business decisions focused on enduring,growing brand value and strength.Valuations also help investors and those selling,to ensure that the full value of the business is accounted for in a transaction.+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fai
203、r Value Exercises+Return on Investment +How much is my brand 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?+Can I quantify how important my brand is to the board
204、?Brand StrategyBrand management based on dataUnderstanding the value of your brand transforms it into a powerful tool you can use to determine the business impacts of strategic branding decisions.All stakeholders must understand how investing in brand growth impacts the bottom line.Brand growth is a
205、ccelerated when strategies use valuation to align marketing and finance.+Brand Positioning+Brand Architecture+Franchising&Licensing+Brand Transition+Marketing Mix Modelling+Brand Identity&Experience+Which brand positioning do customers value most?+Am I licensing my brand effectively?+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?Place BrandingSports&SponsorshipBrand SustainabilityEmployer BrandingBrand Finance IT Services 25 45Contact usT:+44(0)20 7389 9400E:W: